[sanderjd]

Yeah good call. My statement was definitely not nuanced enough. I think it's more like: The base case is that it works best to pick an approach and stick with it. But sometimes there is a strategic opportunity to change approaches, which can be high reward, but also carries high risk.

I think it's also rare to successfully go the opposite direction, taking a high value brand mass market. I mean, I think it's a common "successful" cash grab strategy, but not a success in the sense of improving the long term fundamentals of the business.