Shift the mask to the butthole, filtering out smells everyone would normally have to breathe.
Henriquez just learned a valuable business lesson. I'm not sure if they teach this in b-school any more. But when I was in college, some 40 years ago, I had a prof that railed on the notion that you always need to have a new product or service in the pipeline. He was a marketing professor of all things.
Just a side note: back then they taught the purpose of a business was to increase shareholder wealth. That's is down right evil today.