As an uncultured outcast, I watch these kinds of videos to both make sense of our shallow consumer mentality as well as make sure I'm not crazy for seeing how insane and pretentious all of this hype is.
It is hype. Fashion is a form insecurity. This year you must have the new green because it's this year's color. You'll feel cast out if you don't have it. Next year, the new color is Taupe and you'll rather be dead than be seen in last year's green. It's all based on constantly shifting insecurity. The way luxury brands work best is if other wealthy people can recognize the quality, exclusiveness, chic style and expense -- but middle class people can't. A wealthy guy once told me, 'All you need now is an expensive watch that looks like a Timex and you could walk into any yacht club." I looked at him, he was as I was, wearing jeans and trainers, and his watch did look like a Timex. He laughed. "See how that works?" I sometimes design things. Since 2015 I've had a custom, one off, lanyard for my iPhone. It has a small carabiner that clips on the back of my iPhone that can make it a body cam. My son cringes when he sees it, no one else comments on it. My students one by one found a quiet moment to tell me 'how stupid it looks.' They didn't want to embarrass me, or let me continue to embarrass myself by wearing it. It's completely practical. I've climbed mountains with it hanging, sailed across the Pacific Ocean, traveled through Japan, the UK, Ireland.... It's not fashionable because no one told anyone else that it is. My students? After it was deemed that I was hopeless a student called me out in class. I responded, "Oh yeah? Do you have an $800 necklace? Because I do." That actually ended it. But only because I hit one of the elements of fashion. Cost. And the Apple Store? It's only been about three years that any of their hundreds of 'custom cases' have an attachment point. Unless that's changed, it's only one and it's weak. Last year when we docked in Taiwan I saw some girls who had their phones on lanyards. Wow, it finally broke through. I've driven and rode in a lot of cars. A 1963 Silver Shadow Rolls Royce? Just as I thinking that it drives exactly like my dad's 1965 Ford F 100 Super (suspension) pick up truck, the owner said, "How about that Rolls Royce Suspension? Like floating on a cloud." Not at all. I've driven a couple 1970s Mercedes Benz. It's suspension is the opposite, nothing tight about it, it drives like a drunk fat man. My Tesla Model Y has more of the tight suspension. But it's better and more secure on the road. When I see Steve McQueen in Bullitt... I wonder how much of that my stock Tesla could do, and how much it could do better? What I've noticed in very high end stores in Beverly Hills is that there are items that are simply grossly overpriced. I would've thought that paying a high price, they'd at least make sure you didn't walk out of there looking like someone just conned you. This was a high end department store, so maybe some of the other shops. But why would I get this far in life and want to look like I live in Beverly Hills? Not conforming, not worrying about it -- and yet being highly educated, well read, experienced.... is better. But the fashionable people won't notice. After all I've been dismissed by working class kids. But directors, artists, writers? They can tell the difference.
These instruments are more or less weapons in the destruction of European culture. The fact that you know how to write like that suggests to me that you're not uncultured, but have received a lot of wisdom from your ancestors (a.k.a. culture).
I live in manhattan, the thing about the birkin bag is definitely made up, walking around you tend to see one or two a day. It’s like oh cool thats a birkin, and then you move on with your life.
And I’m sure a huge number of them are well made fakes. Unless you’re literally examining the stitching, which is obviously not something anyone does when walking by, it can be impossible to tell them apart
34:55 NO, functional art still exists and is made by passionate people as a side hustle, because a 500k dolar bag feels like it was made with care and love, but so does a cowshaped mug for 20$ at a farmers market.
Yes! It exists! For anybody not seeing it, just look here on youtube for all the craftsman building and making things of beauty, just few examples: the rebuilding of Tally-Ho yacht, Freerk Wieringa - knifes and swords maker, all the cabin-in-the-woods guys and so many more.
Not that the mug isnt art, but I think he meant it like "high end museum type art" Like Id consider a lifelike painting to be art but I wouldnt put it in the louvre
If you want a racing experience that's uncomfortable, noisy, raw, physically demanding and makes you smell like gasoline, just get into Karting. You can experience Ferrari-level g-forces for a fraction of the price. The perception of speed is also intense, even tho the actual velocity of course is relatively low.
Riding a sport bike is similar. All the acceleration, for 1/10th of the cost. A car with proper downforce will outperform a bike in the corners but that's extremely rare. Rider skill development of motorcycle riding is a journey unto itself as well, so there's that whole shared expertise aspect as well, especially when taking a passenger on a ride.
Honestly most higher end things seem to be this way for some reason 😢 One exception I can think of is higher end camera gear is pretty damn durable… but that’s not really luxury hahaha
They probably use the same supply chain as the products in dollar stores or similar. Just add a large logo which is the only thing separating your product from others.
Answering the question of why we criticize the luxury goods and yet praise the craftsmanship and dedication to the craft. That's because In modern world these two are rarely connected. Take RayBan, gucci, LV, and most other luxury goods and you find no craftsmanship or dedication there. Hermes and Bentley are rare examples, along with truly artisan small workshops around the world that have been dedicated to the craft for generations.
I think your point is, as already stated in the video, valid for luxury fashion but not for timeless luxury goods. Watches, suits, cars, boats, furniture, buildings and so on, there are so many examples of us valuing the designer/artist/builder but looking down on the purchaser for no other apparent reason than jealousy? Or maybe opinion on what exact type of overpriced thing to spend the money on? A car guy dreaming about some specific car not grasping a watch guys dream of owning a specific watch :P
Exactly. You can find quality craftsmen everywhere. Chances are that they absolutely not work for one of these huge brands but just own their own little shop somewhere, hone their craft quietly just with the local community as their customers. Especially in Japan you still see this. These amazing handcrafted casual items that reach a level of perfection a machine never could and the shop owner is just some guy who casually mentions he has been doing that job for 40 years. Even simple things like operating a good ramen shop takes years and years of apprenticeship over there. So if you want true luxury, you have to go out of your way to find it. Find these little unknown craftsmen who have perfected their art over the decades and support their skills by buying from them, often for a fraction of the price than so called luxury brands, but made with infinitely more love and care. And this way items get a real personal story for you too. Like if you own these perfectly hand-crafted shoes and everytime you see them it reminds you of this strange guy who had been making shoes for decades that you just stumbled upon in this weird back ally somewhere in Osaka while traveling. Or like the traditional tailored suits from Hong Kong that are world famous, not for their brand, but for their quality and the craftsmanship involved. Just some random examples but I think true luxury is not thinking in terms of owning items, but in terms of collecting rare and unique pieces of personal imporantance to you. As if every item adds a page in your journey through life. Like I have this small cabinet in my bedroom. It was made by my neighbour 35 years ago. He was a construction worker and did carpenting as a hobby. He made the thing himself from a good quality wood and just wanted me to have it. I was still a kid back then so I guess he just wanted to do something nice for the little boy next door. So the object is completely unique. There is literally only one of them in the world plus it was made especially for me. You just cant put a monetary value on such an item. Now thats luxury!
So.... what I understand is... Luxury brands remind or teach rich people how it feels to be a normal person. You know... wanting something that's (for them) out of reach. Like wanting a nice car but you know it will take you 5 years of savings. Appreciating and taking care of something you already own because you can't get another one as easily just like you'd keep your old cracked phone because you can't buy a new one. Taking time effort and money to learn about your belongings like learning basic mechanic work just so you can keep your old car running and saving on mechanics by fixing it yourself. The Ferrari thing makes a ton of sense. Taking all of that into account: Rich people can usually get whatever they want with money. While getting into the ferrari market will indeed take money from them, for rich ppl money means nothing. It takes from them something they are not used to give out; their time and effort. They see theirselves as above anyone cuz an hour of their time is worth thousands of dollars so going to an event or a factory tour will take time from them. They do have all the time and money but by making them use it they make the brand seem more valuable cuz it's measured in something nobody can quantify. Luxury brands have figured out how to make rich people feel a "reward" for their effort. We are used to puting a ton of effort into things cuz we have to do it. Rich people can get most things with litle to no effort. They are making rich people "work" for their own luxury. It's pretty genious.
That's an interesting perspective about teaching rich people to value something. It's training them to become more human. I'd never thought of it in those terms. Thanks.
I want to point out that in the mid 20th century, part of Rolex's appeal was their durability. The fact that you can buy an old Rolex that still works to ~95% it's original functionality is a testament to this. As it became easier for other companies to manufacture quality watches, Rolex pivoted from making utility watches to luxury watches. They still make wonderful, durable watches but they're less "tool" watches and more watches for tools ;). They also were not nearly as expensive as they are now. The watch mentioned in the video, the Explorer, was $1500-$2000 (adjusted for inflation) the first few decades it was available. Now, they are upwards of $7000. The price gouging is disgusting.
most, if not all, of the example given are of brands with with craftsmanship and family heritage, often being +100 years old. it seems being relatively old is an essential currency for a luxury brand. i wonder, if possible, how truly newfound brands succeed to convince their audience to be luxurious from the get-go, without seeming pseudo-classic. i didn't know about Palessi, but its name seems to be a family name. very insightful, thank you for this video.
All I care about is to pay like a 100 dollars for a generic thing and like a 1000 for a crasftsmanship thing. Not 10 for a knockoff and like 1000000 for a luxury brand purse. Also I allways knew that rich people are not smart but this Ferrari thing is really making me laugh. I don't care how nice of a car they tempt you with. I would not spend a minute on someone that is treating me like this. Really, if you're a fan of Ferrari tear down the posters from your wall. No matter how much faster your car is than mine I really, really don't have a shred of admiration or envy for you. Quite the opposite actually. All you do is make more luxoriuos thing more expensive for the rest of us while loosing your own money.
Should we not instead celebrate artisanal work instead of just artisanal work by luxury brands? There are expert craftsmen who do not sell their products at inflated prices.
Exactly! When he was going on about the renowned designer and the rarity and his death I'm like that's cool but doesn't change the price. The only thing that drives up the price is the labour. Labour is the thing that matters.
It is no big secret that Italy has a lot of asian sweatshops. This has been going on for many decades and other big brands have been cought using them in the past.
Luxury is when you KNOW the maker. Almost without exception, a good made with care by a mutual beneficiary has more a more luxurious quality than the most expensive mass-manufactured alternative.
I personally do like that arrow face the displayed generation sports, I do not consider it a boring design as it's often labeled, but apparently you're not allowed to like anything of the car because it's just a Camry.
@@TheValiantZero I’m disabled and live in the sticks; I work from home, all my hobbies are computer-based, all my friends are online Travel is expensive and largely unnecessary for me; travel itself is a luxury item
I love the way you approach things into a very close to reality statements. I've argued for many years over this topic, not so eloquently as you, however I always felt dumb and unable to express this reality. Thank you, you have put it in better words.
This video is very insightful, well researched and presented. With regards to luxusy fashion brands, they have lost their allure in an attempt to appeal to the masses and now scream fool to the people brandishing their labels. In Europe there is now a trend towards bespoke fashion and hiring tailors and other artisans in small ateliers.
Supporting artisans that have taken the time to refine their skills and knowledge is the ideal way to get truly luxury artifacts that provide personal satisfation and lasting quality.
Hermes does the same thing Ferrari does! You have to build rapport with your sales associate before they even consider offering you a Birkin or a Kelly bag. There's tips on dress code, location, the better season to "help" you get in and then after all that you don't get a say in anything related to the bag. The associate chooses color, size, material, etc.. you essentially show up, beg, and then pay for what they give you. It's wild.
So the sales associates treat the rich as shitty as the rich treat their personnel. Funny. If I go into a shop because I want to buy shit I don't want to "build rapport" with some random sales associate.
@@frankfahrenheit9537 the psychology of it is fascinating. Also, the shopping experience at that point is so nuanced it's jarring how barely human it is. But yeah, Hermes and Chanel associates are the great equalizers on this planet and on commission for it!
On the aspects of luxury stores you missed how the staff treat you: the less helpful and more aloof the staff, the more expensive the store. Sometimes even after you've just dropped a couple of grand...
So you know maths means you will never afford to buy a Kelly Bag. I also know maths and brownnosing some sales people to buy a Kelly Bag is something I would never do even if I had the money .
One of the few luxury items we get are eyeglasses. Both of us NEED them, so it's nice to have something you need, to be nice. I bought retro 60's Masunaga eye glasses. I had to keep taking them into the eyeglass store to get replaced because the metal would actually discolor or the leafing would flake. I finally replaced them with a Korean "knock-off" and had no issues for 2-years.
35:34 I believe there’s a certain beauty in ruthless efficiency, and we should focus our resources on achieving it, especially in areas that haven’t yet reached that level. For instance, I don’t understand why every car doesn’t resemble the Volkswagen XL1 in some way. The XL1 is an example of finding better ways to do things and never reverting to old methods, yet people don’t seem to adopt such innovations for some reason.
The XL1 is just efficient, aerodynamically. Otherwise it's not very practical. and most people probably don't like the looks, including me. I agree that there is some beauty to efficiency, but it has to please the eye, and the World would be really boring if everyone drove the same cars.
Is the beauty you find IN the efficiency of the vehicle, or in the time and dedication to testing and refining the details to make the vehicle efficient? I think this point in the video is discussing efficiency as a means of "how easy or efficient" something can be created and not how easy this created thing can perform its operation.
The rich are weird. There are so many nice bags out there, which you can buy right away without "building rapport with sales associates", why must it be a Birkin Bag ?
It's fascinating to realize how perception shapes our judgment of what is considered luxury and what isn't. Watching brands meticulously focus on even the smallest details to influence public perception (or that of a select group) about their sophistication feels almost like witnessing true war strategies. I’m Brazilian, and here, believe it or not, Zara is perceived as a luxury brand, to a certain extent.
As a watchmaker who works almost exclusively with $200k + watches, the "ultra" luxury watch market is ... weird. The whole "our artisans need to be trained for 4 years before they're allowed to work on [this or that product]" is in large large part marketing speak. Yes, a real good angleur (those that do the chamfering on, for example the wheels like you talked about) are super rare and only get good after many years of honing their skills - but only good angleurs and watchmakers actually see the difference, so its easy to cheat the customers. This whole ultra luxury world is both super exciting (because it allows me to really do my best to do a great product), but also super disappointing because so many cheat and get away with it (like your glasses example, but even more subtle).
I bought a leather band for my Apple Watch and I specifically bought because it was hand made. When I got the shipping notification I saw that it was coming out of a small town in the same province I live in and it immediately made it feel more special and unique. A small group of artisans crafted my leather band and it creates something special because of it. I had a fake leather band off Amazon and it broke after a few months. I am slowly wanting more personal, hand crafted things more than what I can just get quickly. It’s more expensive but it feels like it has more value.
Ummm Ermes stated as a bridle and saddlery company- so the first example actually makes sense in the context of the company. Is not as absurd as it appears. In fact that is still a part of their company’s products.
You held my interest until you started gushing over that ridiculous Asus laptop. Sounded exactly like a Ferrari or Hermes salesman extolling their product.
Luxury is just a synonym for an ability to waste, be it resources or time. This waste is a reflection of your personal abundance, so just more performative activity of excess by the shallow and vacuous.
I was wondering if the algorithm was hiding new videos from this channel. I searched for "Design Theory" and boom! A new video appeared an hour ago! 😊 Maybe not many people dream of owning an economy Honda or Toyota, but I smile every time I see one Honda Fit or one little Suzuki Jinmy. 😊
And I hope to see a Fiat Multipla again, it is a mythical animal! The cost cuts everywhere are a symptom of something deep. On the other hand, it is sad to see when artisans make great products but struggle to sell and make a good purchase experience.
This is why the NPO charity world is trying to connect with new culture of Ecological resourced goods materials & marketting = Special or another ploy is for native locals profiting from cultural items designed to look cool show never been seen b4 appreciated. So helping another person, group is thru merch than donations done for free or govt 'welfare' as required tax use.
It kinda makes you wonder, how showcasing the artist behind the process of creating luxury goods could affect the image of said good. For example, I still remember the bit about Nissan GTR engines being put together by only a few people in the world, and each engine being signed by the person who built it, which kinda makes me think of said car model more as a luxury, even when the brand isn't exactly luxurious. If we're inclined to buy more into a story of the luxury piece, why hasn't more brands go into crediting the craftsman behind the work?
I don't have any moral compunctions about luxury brands existing, but people who buy them are stupid if they aren't filthy rich. To a guy like me, eeking out a living as an engineer with a family of 4 in an expensive area, the difference between the $300 pair of Burberry sunglasses that someone gave my wife as a gift are not superior enough to the $15 pairs I get at Walmart to justify the price difference
This is why I look for lesser known luxury products, where craftsmanship is first and you know those products will last a long time. I would much rather support a much smaller business with or without history and takes pride in the materials that they use and their craftsmanship, then Hermes or other big "luxury" companies. The way I see luxury is that, if it's made to last over a decade or multiple generations worth of use, them it's worth investing that extra money into it for a product that is better more ethically made and that multiple generations will enjoy, like bed frames and other wooden furniture, or nice clothes with good local materials, or nice plates and mugs etc.
I showed that Hermes bag to my wife - and actual equestrian. She said if I ever even considered buying that for her, she'd chop me up and stuff me in it. Then she made me buy her a new saddle blanket. That said, there are times when the "luxury brand" is worth it. Maker's Mark started out as a luxury brand when brown liquor was on the outs. It revived the whisky market, vastly improved the quality (if anyone acts like the older stuff was better, when it comes to whisky - they've never tried the older stuff), and was worth every penny. It also helps, though, that even as a luxury brand - they weren't that expensive. It was kind of like going up a trim level - or switching from Dodge to Chrysler, rather than from Toyota to Lexus. To me, "luxury fashion" is something you get on Savile Row.
Awesome video! As a student in product design and engineering, I've been thoroughly lectured about the importance of delightful traits. You should make everything extra special to really sell that luxury feeling, and that includes stuff that surrounds the actual product, such as storytelling and packaging. However, the stuff about the buyer's time and passion committment is something we haven't really discussed in class, so it was enlightening to hear.
I was going to write how I don't see the point of luxury things I would never spend money on luxury brands. But then again I have (quite recently even) spent way too much money on rare old band merch and old vinyls, which I play on a sound system that cost way more than I care to admit. I don't think me trying to label this as something else is fooling anyone...
Such awell put together video, good job. The only small mistake is the apple being better at repairability. Thus is absolutely not true and in fact it gets worse every year and their anti consumer and anti repair practices are spreading to other companies too.
Craftsmen and Craftswomen deserve all the praise their product receives. The weilders of the product really just display their creators like nascar logos.
How do you know it was fake? It worked on my Lexus, and I think another manufacturer advertised this in the 90s. Does it matter if Rolls Royce don't make their BMW(?) engines? The RR is the final product.
@@dandare1001 the Mercedes v12 was the other. Yes it is possible and with hydraulic motor mounts it’s definitely possible. Lexus makes a better car than any of these German brands so good on ya.
@@SR-fm1ft I wouldn't touch a German car (except some of the classics from up to the 80s), and I work in the German car industry. They were a bit miffed when I was at Mercedes and told them I drive a Lexus. They use Lexus as their benchmark.🤣
I was watching the video and I must commend this channel for sourcing their information, like at the bottom at 29:05. Please keep up this quality research and including your sources. It makes me feel like you did your own research and didn't rip off other RU-vidrs' content like some have done.
I work for a rich lady, and I'm always astounded at how much she reveres the shittiest polyester shirt just because it has the name "Armani" on it. My homemade clothes out of linen sheets are so much better quality in the way they're made, and the materials are honestly so much more skin friendly.
Must be new money. The actual wealthy don't wear those brands rather have items hand made or buy from brands most of us wouldn't recognize. Though they have their idiosyncracies just like everyone else. They do what you do, higer quality, well fitted clothes. Kudos to you for natural fibers because most people don't realize they are wearing plastic bags. I see the discussions about scarce natural materials. I wish I could learn how to sew to make my own. Some still just wear normal clothes because you don't stay wealthy by spending it. I knew a millionaire who hasn't updated their house in 30 years, they can pinch a penny till it screams. I had another friend whose parents unknowingly reached $1M because they were extreme penny pinchers.
Regarding Dior , outsourcing, marketing, and markup, you should cover diamonds. 😅 i believe the diamond engagement ring is considered the most successful marketing of all time.
7:42 Huh, that explains why I feel emotionally exhausted whenever I shop for clothes online - these ladies look at me literally like those mean girls from my high school, judging the hell out of me, and the way it takes me back is just scary :/
@@GarryFPV Don't worry, I'm not that rich and will never be XD I know John was referring to luxury brands, but I was thinking about more affordable ones like H&M. They are using the exact same technique to appear more desirable to their audience, all their models look super judgy. And yeah, fast fashion brands are also unethical and I acknowledge that.
Yes. Several examples of ppl unknowingly buying/selling priceless pieces of art for $20 art a garage sale. Joshua Bell also did something similar. Famous concert violinist who played in a subway station. He made $32 in one hour (he normally plays to sold out stadiums).
The existence of luxury brands gives rise to economy premium brands like Apple (Luxury counterpart : Vertu), Ricoh (Luxury : Hasselblad), Audio Technica (Some rare headphones named after a performer... or Sennheiser's $50K Platinum tube headphones)
Your videos are so good, they always give perspectives on things I have never even thought about before or assumed was basic, and I do not know where to experience that anywhere else
Really interesting video. We recently went to Europe and noticed all the airports had "luxury" brands selling bags at the airport. I really don't think LVMH is luxury. How can it be luxury when it's available at every airport and high end mall. Now, we look for small independent shops that make quality products at a good price. You really have to be conscious of who is making it and separate the hype and marketing.
I absolutely love this channel and it’s inspiring me to get into design and engineering. I just bought a book because of this channel. Great video has always.
It would not mean anything to anyone outside of the family, but I have my great-great-grandfather’s signet ring. Its not particularly valuable in terms of the metals, but the history it has: it survived both world wars (from different bearers), the Korean War, and now I’m it’s custodian. Legacy matters.
The extent to which one Dior subcontractor and a bunch of uninformed journalists have given the masses a wrong image of cost structures is wild Manufacturing costs don't equate COGS; they also don't account for R&D, material costs, trims, shipping, overhead, marketing etc - the Dior jacquard fabric used for the bag that the media used for illustration costs a lot more per meter than $56, meaning that the brand disappointingly for all the polemic rhetoric about luxury goods does in fact not command such an outrageous markup, look at the company's net profit - I expected a little more here
The Ferrari thing is a bit easier to understand than psychology. Limited edition Ferraris begin appreciating immediately.. you're given a 1m car that's worth 1.2m on the market the day you get it and will likely only ever appreciate.
woah this is an excellent video about luxury from designer perspective 😭 I've watched so much video on the truth about luxury but most of them are just consumers like us and they keep yapping lol. there is someone who from fashion hobbyist that I trust, bliss foster cuz he always makes sense. but this one!! just adding more facts than what he said
I would have to say luxury brands are more about "reprieved value". When something is branded, we give it a higher value. For example, say a plain shirt from Walmart or Target, then you put a brand on it. If it has a Nike, Adidas, Under Armour, Dior, Prada, Balenciaga, or Louis Vuitton brand label on it - we give it more value.
Really enjoying your videos, but, if I may, personal shots could use some work? Feels like you're talking while on a bed, and the lighting is slitghly too dim. Maybe put a desk in front, and have like a shelf with bright things behind you. Jokes aside, something does feel off, I just don't have the knowledge to pick up on what. Keep up the good work!
2:10 Well, yes, buying luxury goods would be a fine way to reward and dignify talented artisans, IF and only IF the artisans got at least more than half of the profit for their work, but if I’m not mistaken, that is not really the case, is it?
I see it differently: We are seeing a highly visible subset of rich people that have fought hard to obtain wealth, not because of a love for what they do, but because of insecurity and escapism from central moral questions. They will get rich, often not in the cleanest of ways, but remain afraid of life even after having obtained this escapistic succes. They then still need a papa and a mama. There are legion with power that are not this weak and actually got there through hard work and have self-respect. They will never even consider wearing this trash or driving stupid. They will be driven in normal cars, perhaps the nicest model available, and seek to cultivate something real and lasting. Those men and women value their time above anything. And most of all, they spend great care not to be seen.
On my way to work I just happened to make my way through a hotel that crossed the block. It was called Rosewood. The entire place was filled with fountains, black corridors, indirect light and several bookshelves. It was the first time I was struck by a luxury experience in flesh. Watching your essay and reflecting about my experience at that 6 star hotel, I couldn't agree more: even space can elevate your experience, no matter how brief.
Randomly, I ended up with a very old crocodile suitcase (from well before restrictions) and the last thing it needs is special treatment. Compare a lamb to a crocodile…
Amazing lecture! Would love to hear your thoughts on vintage goods markets too. Like cars and guitars, it seems like the 50s and 60s era designs have an almost irrational influence over what we consider desirable
I have never really cared about design in any way, shape or form (apart from an A-10 being designed around the GAU-8 Avenger obviously) but boy, did you changed that! I now pay way more attention to certain details that I've overlooked before without a second thought :-)
