We haven't changed our model at Thankyou, but we’ve changed how we talk about it. It turns out that when you talk about what you are doing with your profits, people have different understanding and interpretations of what profit is, and many experts have many different views. This leads to debate and focus on things that don’t matter. So, to keep it simple, we are simply talking about our purpose - the end of extreme poverty. We are sticking to the fact that we exist 100% for our mission and have structured Thankyou in a way that delivers that. Our business is owned 100% by the Thankyou Charitable Trust whose sole purpose is to help end extreme poverty. After all the costs involved in getting great products to market, every cent left funds our projects.