It is using the Internet to connect with women, solicit their feedback, and make them feel part of the Pepsi team.

FORBES: Why PepsiCo Must Sit Out The Super Bowl

"After listening to feedback from our existing customers, a small number of whom do not feel their businesses would benefit from these changes, we will be retaining the fee-free option for existing customers, " a spokesman said.

BBC: Santander U-turn on free business accounts

These findings would not have surprised Charles Darwin, who in addition to theorizing on evolution in The Origin of the Species, also developed the Facial Feedback Response Theory, which suggests that the act of smiling actually makes us feel better (rather than smiling being merely a result of feeling good).

FORBES: The Untapped Power Of Smiling

The wheel has a very different feel from the G27 we've been using of late, a bit more resistance and force feedback effect.

ENGADGET: Fanatec Porsche GT2 wheel and Clubsport pedals review