In the real world, this transition will be slower than ideal, and some cultural adaptation is needed.

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The sides of the truck are ideal for carrying messages, and we think it will be a real talking point.

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No one bought into it, and the introduction of Surface makes blatantly clear that the "shove Windows 7 on a tablet and call it ideal" wasn't a real strategy.

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In an ideal world, messaging would happen in a flash but the real-world process it much more measured and methodical.

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