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But that, in fact, is the point: the nonmarketplace context of hypothetical products frees the designer to leapfrog practical-minded meetings about market share and profit margins and the like and to land at the bigger questions: is this something companies should do — or must do?

This time the defender was teed up by Andrew Johnson's short free-kick on the edge of the box and Baird hammered his low drive beyond Begovic's outstretched left arm and into the bottom corner, doubling his goal tally for the season and stunning the home crowd.