They're in its guts, re-engineering it, and the implications could be profound.
Re-engineering, it unblushingly claimed, was the most important idea since Adam Smith's "The Wealth of Nations", published in 1776.
Short of re-engineering it from frozen samples in the future, the best hope of preserving its genetic stock is to breed the last individuals with southern whites.
Are they simply re-engineering it for a US release?
Today the company is dismantling the program and re-engineering it in a more agile way.
"We're taking a complex, time-consuming, public process and re-engineering it," says Devine.
He also sees faculty taking image guidance currently used in controlled hospital settings and re-engineering it for battlefield conditions.
But when it's only worth around five per cent of the British luxo-barge market, there's not a strong enough business case for re-engineering it for RHD markets, even despite the rear-thrusting XJ's, er, bracing proclivities on ice.
At first, he was hesitant to touch the classic, but the band eventually convinced him to take a swing at re-engineering it.
After "re-engineering" its product line, it offered customers the low inflation they were used to, with the added features of rapid economic growth and stock-price charts that looked like moon launches.
Downsizing and re-engineering made it clear that employees were expendable commodities, not valued resources.
