rise of -- i think there was a book called "the rise of the analog," which talks about human beings falling in love again with the imperfect. a beautifully tailored suit will now often have a line which is actually quite imperfect. >> deliberately. >> to emphasize this is not machine-made. >> to remind people. my wife is japanese, i go to japan and korea a lot. in those two countries uniquely, they award to usually elderly people who have spent their lives working with wood or ceramics or lacquerware, the title of living national treasure, for which they get pensions and reverence, to say to them, yes, we make precise things, canon and nikon and all the rest, but we have our feet on the ground, we worship bamboo, we worship, as you say, the analog, hand-made watches,