yes very interesting aricle that seems to have done the trick. The question i have is why have they now in 2014 and 2015 started advertising using all the cues that they "steered clear of" in the fisrt place - which was so successful? The a2 ads on tv now basically have an irish lady using a cow diagram saying we only use specially selected a2 cows and "many people say they can feel the diference" quote...... they seem to have gone backwards.