Ten more runs were ticked off before Michael Di Venuto took a smart catch to dismiss David Balcombe off Davies, but Imran Tahir joined Ervine to add the 21 runs required and ease Hampshire's relegation worries.

BBC: Ervine inspires famous Hants win

"It's very smart marketing, " says Michael Markowitz, an advertising development consultant in Santa Fe, N.

FORBES: Hard Sell

But as author Michael Hinshaw points out in his book Smart Customers, Stupid Companies and in a recent blog post, that gap is no longer tenable.

FORBES: How To Close The Customer Expectation Divide