Douglas Adams already pondered thusly...
When you have been in marketing as long as I have, you’ll know that before any new product can be developed, it has to be properly researched. I mean yes, yes we’ve got to find out what people want from fire, I mean how do they relate to it, the image -
Oh, stick it up your nose.
Yes which is precisely the sort of thing we need to know, I mean do people want fire that can be fitted nasally. "