David: Actually, I wanted you to be the first to know that Patrick and I will be launching the store this Friday.
Moira: Ooh!
Johnny: Oh, great news. A grand opening.
David: Hmm. We've doing more of a soft launch.
Moira: I don't like the sound of that.
David: Why? It's actually a very effective business strategy. And it's always better to go under.
Moira: Go under?
David: No.
Moira: David, if the business is foundering it's best to tell us now.