Guys are paid millions and millions of dollars to figure out who "we" is/are. Is "we" the seven largest markets in the U.S. with a disprorptionate amount of the U.S. population and the highest amount of discretionary income? Is "we" the world, which would include western and eastern europe as well as parts of Asia? Is "we" the hugely rich teen market in the U.S.?
I don't really know, but they are over paid, and under performing.