that may be okay but nobody cares about so you beg Ralph Lauren to brand it for you, and are willing to pay royalty dollars out the arse on all sales for seven years, in hopes that your RL branded cologne will mean something to people at the end of the period, and then you can start making money. RL looks at and thinks, well it may dilute our other sales (and our overall brand name) a bit but on whole we can distribute more to our shareholders by doing the deal- so what the hell.