Yeah, but when a soda company, say, tries out one new flavor in my town, and different new flavor in your town, and mine flops and yours succeeds, they don't just stop selling soda in my town. They start selling the flavor from your test in my town, too.

It would have risked much less bad publicity if they had done the 2" experiments in a city they were willing to use 6" trenching in. Do part of the deployment with 2" and part with 6", and if the 2" part doesn't work redo that part with 6".