Very insightful Hold. I think also part of it has to do with RL being a much younger line, born in the 60's & 70's catering to young folks. Brooks has a near 200 year history to combat and for most of it it has been American Business conservative. They did decently with Black Fleece, which was a twist on that conservative past that many long time BB customers kind of shrugged off, but placing stuff like this under their regular label is suspect. I can see a younger/JCrew like diffusion line in the near future. University?