"`We've got to find out what people want from fire, how they relate to it, what sort of image it has for them.' The crowd were tense. They were expecting something wonderful from Ford. `Stick it up your nose,' he said. `Which is precisely the sort of thing we need to know,' insisted the girl, `Do people want fire that can be fitted nasally?'" - Ford "debating" what to do with fire with a marketing girl.