What I think marketing academics do.

Imagine you're in competition with Charles Darwin to formulate a theory of evolution, and a bunch of aliens landed on the little island where you are doing research just before your arrival.

It takes a village,

but I have decided I am not going to care as much as you do. Do you care that your kid was out playing chicken with my car last night? Do you care that I wish I'd hit him, just to teach him a lesson?