In times of empty coffers, most EU states have cut their defence budgets behind the shield of Nato.
Microsoft will need companies like AT&T and Verizon Wireless to put their confidence and marketing budgets behind those devices to appeal to consumers.
In recent years, with voters giving more scrutiny to their tax bills and the school budgets behind them, openness has become a central issue.
The budgets behind the dance business are ballooning, with superstar D.J.'s now commanding hundreds of thousands of dollars a night in the megaclubs of Ibiza and Las Vegas, where they once spun anonymously in the dark.
However, with Apple's enormous marketing budgets behind them they could shoot into the sky like the Fourth of July fireworks while, in the corner, Spotify sits glumly holding a sparkler.
While there are sustainable alternatives on the market, such as silicon menstrual cups, reusable pads and unbleached/organic cotton varieties of disposables, these all remain niche options without huge marketing budgets behind them.
