Sooner or later you run out of tweaks.

I think people have to realize if they want services they're going to have to pay for them.

Advances in innovation can't simply be more tweaks to basic decking products. For example, in the manufacture of WPC planks, the industry has gone from a 5x4-inch plank to a hollow, or tongue-and-groove, [then] back to a 5x4-inch plank.

Sooner or later you run out of tweaks,

Advances in innovation can't simply be more tweaks to basic decking products, ... For example, in the manufacture of WPC planks, the industry has gone from a 5x4-inch plank to a hollow, or tongue-and-groove, [then] back to a 5x4-inch plank.

More than 50% of innovation comes from the voice of the customer.