He had an ego, a big ego. Everyone knew it and he wasn’t ashamed. He wouldn’t be where he was unless he believed in himself, unless he, personally, had driven the business. His ego was a part of him and it was he who had built… well everything. It was that ego that had given him confidence, got him (and his company) from start-up to titans; seen him through all the challenges, the inquiries and the legislative battles; seen off the challengers. So he was clear, when it came to their version, it needed to be more… well, like him.