What made Lynx step back and rethink the role of the printer when the product development process for the 9000 series began? And by the way, Lynx is a famous inkjet innovator, one of the um first perhaps um so a little bit about links as well perhaps

yeah exactly so for just under 40 years now links have been a leading player in in coding and marking um we do cij we do laser tto tij and lcm um cij is is my particular area um so imagine uh for those that don't know a permanent jet of ink coming out of a printhead and getting caught by a gutter and getting funneled back into the printer.

But we vibrate that jet at 80,000 drops a second.

So there's tiny little droplets getting caught again and being recycled.

And then any one of those drops we can charge so that it misses the gutter and it lands on the product.

And as the product's moving over, we can create letters or numbers or whatever it is, logos on the product as it goes by.

It still excites me actually as a technology.

So, Ed, when you incorporated these insights into the product development process, what were the core problems you were trying to solve?