"For the markets right now, it is a shock because everybody is waiting to see what can come next because such a shocking effect, to do it overnight, is not good for a market which is keen on transparency."
VOA: standard.2010.05.19
Finally, such a shocking and provocative directive will most certainly have the effect of imbuing the organization with the sense of urgency it needs to get the job done.
"The shocking thing is that Pfizer didn't know about this effect ahead of time, " says James Stein, a cardiologist at the University of Wisconsin who works with Merck, Pfizer and other drug makers.