"You frighten me when you mention alliances in the marketing launch. Hardly a week goes by but what some scientist says we simply must join an alliance. Don't scientists ever work alone anymore? Anyway, even though we need alliances on the technical side, that's no reason for them on the marketing side. I don't think I recall hearing about alliances over there--you mention ad agencies? And resellers? No, those are just contracts for service, and in almost every case those are pseudo contracts--they can be broken if it's important. Why does your text call them alliances?"