"Well, you're obviously being totally naive of course", said the girl, "When you've been in marketing as long as I have, you'll know that before any new product can be developed it has to be properly researched. We’ve got to find out what people want from fire, how they relate to it, what sort of image it has for them."...
"And the wheel," said the Captain, "What about this wheel thingy? It sounds a terribly interesting project."
"Ah," said the marketing girl, "Well, we're having a little difficulty there."
"Difficulty?" exclaimed Ford. "Difficulty? What do you mean, difficulty? It's the single simplest machine in the entire Universe!"
The marketing girl soured him with a look.
"Alright, Mr. Wiseguy," she said, "if you're so clever, you tell us what colour it should be."