If You're Long-term Oriented, Customer Interests And

We've Done Price Elasticity Studies, And The Answer Is Always That We Should Raise Prices. We Don't Do That, Because We Believe -- And We Have To Take This As An Article Of Faith -- That By Keeping Our Prices Very, Very Low, We Earn Trust With Customers Over Time, And That That Actually Does Maximize Free Cash Flow Over The Long Term.

I'm Not Prepared To Make Any Multi-decade Commitments.

We Also Have No Incentive Compensation Of Any Kind. And The Reason We Don’t Is Because It Is Detrimental To Teamwork.

You Want To Look At What Other Companies Are Doing. It's Very Important Not To Be Hermetically Sealed. But You Don't Want To Look At It As If, 'ok, We're Going To Copy That.' You Want To Look At It And Say, 'that's Very Interesting. What Can We Be Inspired To Do As A Result Of That?' And Then Put Your Own Unique Twist On It.

Failure Comes Part And Parcel With Invention. It’s Not Optional.