Not a particularly difficult question but one where you have to be cautious not to be too pessimistic about their current "lost" approach. The difference as stated by the CEO is the fact that the online sales channel builds from the lively product demos and emotions that TV salespeople invoke. Therefore they believe that the customer testimonials and inspirational categories are rich content coupled with the already "high-quality" curated goods. Rather than compete on selection with Amazon, the quality on QVC/Oodle has been vetted.