Of course he is, even though his philosophy isn't far off the mark. Reminds me of the time, back in the early '70s, when I took a job as a Kirby vacuum cleaner salesman. "There are two things we never say," said the boss, while initiating me into the mysteries of salesmanship. "One is sales. The other is vacuum cleaner."
"Why?" I asked.
"Because!" he replied, incredulously, "that's what we do!"
“One is sales. The other is vacuum cleaner.”
Okay, so what did you call the product if not “vacuum cleaner” ?