But did Mr. Lewis stretch too far?
"We urge others to stretch, too," he said.
But if we stretch too far, people don't know what the core promise is anymore".
"From now until the Olympics, I will not try to stretch too much, reach too far," he said.
SABMiller, listed in Britain, will have to dangle more to win support from its target, but it cannot afford to stretch too far.
It is a far more immersive experience than the usual one-night stay in the Sahara that some tourists stretch too.
I now live with my nan, but she is in her late sixties and her pension doesn't stretch too far, so the EMA is vital for me.
Former BBC chairman Michael Grade told MPs last month that BBC2 and BBC4 were "trying to stretch too little money over too much".
Already hurt by the economy, small-business owners across the city say they are being forced to stretch too far to meet the city's strict requirements for new fencing and planting trees or bushes.
Its benchmark interest rate is already as low as it can feasibly go, and a further round of "quantitative easing" would stretch too far the gap between the bank's objective of low inflation and its actions.
Combine that with a global trend toward cheap, self-service (e.g., ATM machines, on-line travel bookings, stock trades for $14.95, etc)., and you don't have to stretch too far to predict carnage in many high-margin services.
