Oh, I've seen you posted the same question in the Tabou-boards- and Fanatic-Forum.
I can't answer your question - I'm not from Starboard - but I just wondered what are you aiming with this question. Maybe you have an answer, since this forum is a discussion board.
However Martins sales pitch fits to this topic:
See Position 3:32. Maybe this statement makes one or the other insecure about how brands are working ...