A lot of people in the business were cynical of any real change, including a good friend of mine who had long ago eschewed any involvement with Rudin. I am not sure I see it as ironic but there was certainly a been there/done dismissal of the notion of traction. What surprised me (and a lot of others) was the statement Rudin made (regardless of how dishonest it may be). It was just so far from Rudin-esque. I wonder if the back story will ever find its way into the sunshine.