Because however supportive of a partner's or friend's or relative's ambition to become a writer people are, they often aren't very good at granting them the necessary time.
Its success so far stems from its relative modesty of ambition: it plays songs but does little else.
A bigger question mark over China's announcement is the lack of ambition relative to what it has already been doing.
Aside from the prominent people who go there, what makes Sette Mezzo unusual is the magnitude of its prices in proportion to the relative lack of ambition of its menu.
Despite a global financial crisis, economic recession and multiple technical setbacks in the past two years, the world's major airplane makers, Boeing and Airbus, can at least take some comfort from the relative health and soaring ambitions of their Asian and Middle Eastern customers.
Even worse, they have to constantly make up stories about your "real ambitions" when relatives ask whether you're still wasting your life away in that shitty band.
While he said Sky's ambitions were not "relative to anybody else", he acknowledged its UK programming budget was "starting to get up to those [ITV's] levels.
However, TfL and Andrew Gilligan have been quite critical of individual boroughs' relative inaction and lack of ambition on these.
Perhaps that sense of wonder is one that's sustained by the relative modesty of Bay's ambition.
