I disagree with the "nearly impossible to obtain" concept. That's suggesting they're something special or inhuman that your average person can't obtain, while it's quite the contrary. 37S is a great example f what busting your ass can accomplish; which I've found is the key to most cases of success. A good idea helps, but until you really take it to heart and live with the devotion it takes to succeed, you won't get very far with any product, no matter how revolutionary.