Utilizing Brian's apt aphorism, I also have not seen the emperor's new clothes. I don't buy things I haven't seen and don't understand. I haven't seen ASHI Branding, I don't understand it, and a sufficient effort has not been put forth by ASHI to accomplish either one BEFORE forcing me to make a choice. For that reason, I have chosen to allow my ASHI membership to expire, though I'll greatly miss the ASHI Forum and, somewhat, the ASHI Reporter. When I've seen the emperor's new clothes, I'll then make another choice to participate or not.