So you are throwing this term "lifestyle company" around in a...

So you are throwing this term "lifestyle company" around in a context that isn't MYQ? Then when people ask you what you mean, you go and explain in detail what sort of company MYQ is, what they do, how they're a lifestyle company, and these people you talk to suddenly understand "straight away" what you mean by your original term of "lifestyle company"? Why are you using the term lifestyle company outside of your MYQ downramping anyway? I think your story here has flaws