I don't feel sorry for Mainers Tom and Kate Chappell, after all they now have a hundred million unhappiness soothers. In fact I don't think they sold out. I think Colgate bought in. I've witnessed many times in my career large corporate buyers drawn to the light of a small craft product or technology thinking it will change their old, tired ways. It never does. Within a year Colgate will be pumping its toothpaste into TOM packages, within two sales will have plummeted and by year three the brand will be gone. Colgate will be left with a bad taste in its mouth and a negative ROI.