Companies than that. will: brave and virtues in principle when it s easy to be brave and virtuous in principle. rachel: absolutely. a former target vice chair, this is his thought on, you know, this big controversy with target and their relationship with a trans-satanist and the swim suit that s now so famous. he said that swim suit, boy, has made a huge impact on the bottom line for target. listen. aye never seen a case of one item, that swim suit, that s really what made the difference versus the competitors. that s where the big mistake was made. you have to show love. i know that sounds funny, forgiveness and love, that s part of america. i had a problem with this at babies r us where we had a concept where the first baby of the year would get $0,000. people were up $20,000. people were up in arms. the first baby was born to immigrants. they didn t have a tax id. we gave it to two babies, and we put out a giant press release,