When Paul Morphy, an American chess prodigy, crossed the Atlantic in the mid-19th century to challenge Howard Staunton, the English Shakespearean scholar then acknowledged as world champion invented fantastic excuses to avoid an encounter.
This seems to makes it all the more important to increase the reasons for companies to follow through with their efforts, whether that is in the Stock Markets as Morphy describes or a groundswell of awareness that Mbubi suggests.