Review: Fetch 5
Posted by Lab Rat
2005 seems to be the year of the “redesigned interface�. We have seen many products this year streamline their GUIs to deliver a more intuitive and “Mac� like user experience. Sadly, more often than not, the new interface seems to be all that has been updated. The latest release of Fetch Softworks’ Fetch ftp software manages to sidestep this trend, and adds some very nice productivity-enhancing features in addition to a more streamlined interface.
(above: Fetch 5’s new toolbar and list view (top) and new “View� window)
So let’s start with that interface. It wasn’t that long ago that we were lucky to even have a GUI in an ftp program. In past versions of Fetch, the interface was easy enough to navigate, however it did not seem to have evolved much past OS 9’s design sensibilities. Fetch 4 introduced a unique “circular� aqua-themed progress bar, which was nice, but it was hard to find much further evidence of any direct OS X-inspired design influence. Fetch 5’s designers have made an “up-to-date feel� more of a priority. The new version adds a “Finder inspired� list view that will seem instantly familiar to Mac users. Additionally, a new customizable toolbar has been added to the main Fetch window, giving quick access to the most commonly used commands for sending and receiving files. Users of Fetch 4 will be happy to see that not only is the circular progress bar back, but it has also been added to Fetch’s dock icon, making it easy to get a quick status update during transfers. Fetch’s trademark dog cursor also has received a makeover.
(above: Fetch 5’s icon with progress circle)
Some of the nicer new features in version 5 include the new “Get Info� window, and the addition of the “view� command. The Get Info window is inspired by OS X’s own Get Info window, and allows you to quickly change the permissions of a file (without needing to know UNIX). Additionally, Get Info allows you to now choose which local application to use when opening a downloaded file type (such as Firefox for .html files) and which application to use when editing a file (like Photoshop for JPGs). This last feature is very welcome as you can now edit files directly via Fetch 5 by selecting a file and choosing “Edit� from the new toolbar. Fetch will open the file in the selected application, allow you to make your corrections, and then put it back up on the server when done.
(above: Fetch 5’s new Get Info window)
The new “View� window allows you to see large thumbnails of your files, be they image or text. This is useful if, like me, you aren’t the most consistent labeler of files, and occasionally get confused as to whether you still need a file on the server. Renaming those confusing files is now also easier than ever. In the new Finder-based list view, you can rename files simply by clicking on them.
Additional enhancements include support for SFTP (using the SSH File Transfer Protocol), the ability to automatically decode Stuffit X, Zip, Gzip, Gzipped Tar, and many more formats when downloading, as well as to automatically encode TO those formats when uploading. Bonjour support is introduced in this version, as is support (finally) for resuming interrupted binary uploads. There are numerous interface tweaks, added shortcuts, and reorganized menus throughout, all designed to make the user experience easier, and more intuitive. Fetch’s scripting capabilities have been greatly enhanced as well, and most of Fetch’s task can be controlled via Applescript. Fetch Softworks claims speed for file transfers has also been increased.
Conclusion
There was a time when Fetch was the only game in town when it came to FTP clients for the Mac. Now, with strong competition from Transmit, Fetch has been forced to take its game up a notch. In fact, Fetch acknowledges this increased competition by allowing users to import Transmit bookmarks into Fetch. Competition almost always benefits the consumer, and this is the case here. Fetch has delivered a respectable update that while not perfect, certainly matches or surpasses the feature sets available in most other programs. It would have been nice to see native .Mac support, perhaps a “column view�, and maybe even a widget (which is all the rage these days) to really play up the whole “Mac� thing. Still, these are not major drawbacks, and do not get in the way of speedy file transfers, which is after all, what Fetch is built for.
Fetch 5 delivers a more polished look and feel to one of the most beloved Mac utilities out there. Whether or not the new features and interface enhancements are worth the cost of upgrading is normally something I would say depends on how you use the software. Basic users of Fetch 4 might not find much new here to get excited over. Yet at the same time, I could argue that it is these basic users that have the most to gain, as many of Fetch 5’s changes are geared towards making the basic FTP tasks easier to manage. And let’s be honest. Fetch is not Maya. An upgrade is only $15, and a full license is only $25. At this price point, and given the current feature set, I’d say upgrading to Fetch 5 is a no-brainer.
Price: $25 (full version ), $15 (upgrade)
Rating:
As an application 8.5 out of 10
As an update 7.5 out of 10
Review: OmniGraffle 4 Pro
Posted by Brain-in-a-Jar
Omni Group’s OmniGraffle 3 has for some time now shipped with certain “professional” Mac models, and it’s one of those programs that you tend to happen upon maybe a week after you get your system. Clicking on the icon, you might be surprised to find that it’s not a trial, but a full version. And you might also be surprised to find yourself looking at a blank page, a palette of shapes and lines and thinking “What am I gonna do with this?â€? But if you’re anything like me, once you start playing around with OmniGraffle, you’ll be hooked. OmniGraffle Pro 4 builds on the already impressive feature set of version 3, and offers a number of new features that will satisfy both tinkerers and professionals in a variety of fields.
(above: a quick website outline)
Overview
OmniGraffle is plain and simple, a program for diagramming. Basically, you have a canvas and palettes consisting of shapes and lines. You can drag different shapes onto the canvas, label them, and connect them, hierarchically. The software includes a wide range of pre-made shapes, from office furniture to computers to circuit symbols. New to version 4 is a bezier pen tool, which makes drawing your own complex shapes a breeze. In addition, every visual aspect of the shapes and lines is fully customizable.
From this simple interface comes a virtually limitless number of possible uses. Be it a scaled furniture layout for an office, wireframes for a website, circuit diagrams, or brainstorms (my personal favorite), OmniGraffle Pro 4 provides an easy to learn but powerful way of creating clear and visually impressive diagrams and hierarchical charts. And unlike a simple outline, you can drag any object anywhere on the canvas, and change its linkage on a whim.
New to Version 4
There are a number of improvements in version 4, including a streamlined user interface and better drawing options, but there are two in particular that I think make this upgrade well worth it.
The biggest improvement is probably the least publicized; in fact, it’s not even mentioned in the manual. Like Omni Group’s OmniOutliner software, OmniGraffle includes a Spotlight importer to take advantage of OS 10.4’s revolutionary Spotlight search feature. This is pretty standard in any software written for Mac OS 10.4x. But paired with the open-ended and multi-faceted nature of OmniGraffle, the full–text search function becomes something more. Imagine, for example, you sit in front of your computer all day (and I imagine you do if you’re reading this right now). You come across something on the web, or just have a brilliant idea about something at random. You open OmniGraffle, make up a quick chart laying out your ideas, and get back to work. By using OmniGraffle for all your brilliant scribbles, rather than having an impenetrable notebook of brainstorms, or worse, a pile of napkins and paper scraps, you have a fully indexed, easily searchable history of your brilliant insights.
Another feature new to version 4 is the outline view. This allows you quickly type up a outline, then select the way OmniGraffle automatically turns it into a diagram in real time, whether interpreting “tabs� as steps on an organizational chart or as new thought-clusters in a brainstorm, among others. You can also import outlines from OmniOutliner and apply the same options.
(above: OmniGraffle Pro 4’s Outline view)
To Pro or not to Pro?
While the Pro version includes some nice additional features, like more exacting control over text position, a full-screen “Presentation mode�, and enhanced compatibility with files from Microsoft’s “Visio� diagramming software, these are (perhaps not surprisingly) aimed at enterprise users, and not worth the nearly doubled price for those who do not absolutely need them. Some pretty standard features, like adjustable guidelines, are also only found in the Pro version, but for $70 bucks, I’ll eyeball it.
Verdict
I don’t think I’m alone in saying OmniGraffle is software you can easily get addicted to. As such, new features are always welcome. While some of the changes are incremental, Outline view and Spotlight compatibility are major improvements. If it came with your Mac, and you haven’t already tried out version 3, I strongly suggest you open it up and immediately spend the $29.95 to get the latest standard version. If you don’t already have version 3 on your system, download the demo from the Omni Group website. I think there’s a very good chance you’ll think the software is worthy of its $79.95 price tag. Making the move to OmniGraffle Pro 4 from the standard version warrants more consideration, as most pro features are tailored towards power and enterprise users.
I’ll leave you with a word of warning: Whether OmniGraffle 4 increases or decreases you productivity is completely based on your level of will power. Then again, with the time you’ll save making clear, organized, searchable diagrams, you might just have the time to see what your company’s management would look like if you were the boss. Or perhaps you may realize that, in the vast, swirling microcosm that is your desk, your stapler is at least two steps above the half-finished coke can from the other day.
Price: $149.95 (pro), $79.95 (standard), (upgrading pricing available)
Rating:
As an application 9 out of 10
As an update 8.5 out of 10
Lawsuit filed over nano screen scratches
Posted by Helper Monkey
Red Herring reports a class action lawsuit has been filed in San Jose’s U.S. District Court against Apple Computers over its wildly popular iPod nano music player. The lawsuit was filed by Jason Tomczak on behalf of ALL iPod nano owners. Tomczak claims the nano’s screens scratch so easily he “left significant scratches� on his player by merely wiping a paper towel across it.
The suit alleges the nanos “scratch excessively during normal usage, rendering the screen on the Nanos [sic] unreadable, and violating state consumer protection statutes… and causing Plaintiff class members to incur loss of use and monetary damages.�
Tomczak’s suit is looking for reimbursement for the cost of the nano, plus unspecified punitive damages. In addition Tomczak has filed for an unknown percentage of the nano’s profits.
It is not know whether Tomczak is insane, or merely stupid.
THAT’S HOT! Paris Hilton to appear in new PowerBook/Power Mac ads
Posted by Igor
Apple Computers has reportedly signed hotel heiress/”actress” Paris Hilton to appear in 2 new upcoming advertisements. The first is for the newly announced PowerBook G4 laptops, and the second features Apple’s new dual core “quad” Power Mac G5 desktop. Both ads will be unveiled a another special event next week, and a source close to Miss Hilton has confirmed she is expected to appear at the event in person. It is not known whether the spots are being produced by Chiat/Day. This news confirms at least 2 of Apple’s planned announcements for tomorrow’s event.
The story-line of the PowerBook commercial involves Paris Hilton treating a series of burn victims in hospital beds. All the victims have 3rd degree burns on their upper thigh regions from placing the new laptops on them. As Hilton walks down the row of beds, each patient (all males) lets out a groan of pain, assumedly due to the arousal of their “baked goods”, as it were. Reportedly, the ad features some very nice posterior shots of the newly disengaged socialite. Hilton ends the spot with her catch phrase “That’s Hot.”
Fans of Paris Hilton’s “body of work” will not be disappointed with the ads, according to one source. In the PowerBook ad, Hilton is reportedly wearing a rather revealing nurse’s outfit, and in the Power Mac commercial, Hilton is dressed as a firefighter (although her uniform can scarcely be considered standard issue!).
The rumored heat issues surrounding the latest Apple updates are also a theme of the Power Mac ad. Our source (who has has not seen this spot yet) hears the ad features Hilton dressed as a firefighter (of sorts) and involves her fighting a fire, possibly caused by one of the high powered desktops. Of course, it seems she gets wetter than the blaze in her attempts to bring the fire under control. The ad also ends with Hilton turning to the camera to utter “That’s Hot.”
These ads are a refreshing change for Apple, who has been notorious of late for playing down any flaws in their hardware, such as the recent problems with their iPod nano music player, which has come under fire by some for it’s somewhat easily breakable screen. Apple apparently is waiting to see how this new “honesty in advertising” approach will work for them. If the Hilton ads are a success, Apple reportedly has a commerical in the works for the iPod nano featuring Scott Norwood of the 1990 Buffalo Bills. The ad’s theme is “WARNING! Cracks Under Pressure.”
Review: Roxio’s Toast 7
Posted by Helper Monkey
Roxio’s Toast application has been one of the few “must-have� utilities on the Mac for years. Toast has so dominated its CD/DVD burning niche in recent years that users of DragonBurn and DiscBlaze are almost mythical. In fact, Roxio’s marketing department should offer a reward for photographic proof that users of such software exist, a la Big Foot. So it stands to reason that one might assume Roxio would just go through the motions with an update to its hugely popular Toast 6… maybe tweak the interface, throw in a widget, and call it a day.
While the widget is indeed there, Roxio managed to cram so much more into this update, I can’t imagine they left themselves much room for a version 8. Almost every feature of Toast 6 has been improved in some way, and the list of new features is truly impressive. Here’s a quick run down.
Improved Features
While Toast’s elegant tabbed interface is largely unchanged from version 6, there are big changes under the hood. Roxio has improved the speed and functionality of most of its core functions, such as data disc and audio CD creation, desktop burning, Video/Super Video CD creation, DVD-Video creation, disk image copying and more. Toast 7 also ships with the latest versions of Discus (for labeling), Spin Doctor (for recording and cleaning up audio from old cassettes and LPs), and Motion Pictures HD (for doing really nice moves on still photos). I’m personally a big fan of the Discuss labeling software. I’ve found it to work seamlessly with most ink jets capable of direct-to-disc printing. Motion Pictures HD is also a strong update, and gives you far more control in creating intricate moves and slideshows over what iPhoto alone can deliver. I have fallen in love with the “group pictures� feature, which allows you to lay out multiple images (with moves) on the screen at the same time. As the name implies, Motion Pictures HD now supports both standard and high-definition output of your movies.
(above: the new grouping feature in Motion Pictures HD)
New Features
Apple’s suite of iLife applications is arguably responsible for selling more Macs than even the iPod’s much-hyped “halo effect�. For Toast 7, Roxio fully embraces the iLife applications, and comes very close to becoming the 6th iLife application. Toast 7 features the new “iLife browser�, and this truly makes creating beautiful discs of any kind almost idiot-proof. As a video professional, I have access to Final Cut Pro, DVD Studio, After Effects, etc, but sometimes using a sledgehammer to hang pictures is not your best choice. Toast 7 is the perfect tool for quickly creating very nice looking CDs and DVDs, complete with menus.
The iLife browser is accessed through the “media� button in Toast’s side drawer, or via “photos� and “music� buttons in Motion Pictures HD’s drawer. This handy browser gives you instant access to all of your iLife media. That means iPhoto’s photos (including specific albums), iMovie’s movies, and iTunes’ songs (including playlists) are all right there to be added to your projects.
Toast’s backup feature also gets an overhaul in this release. The new spanning feature allows for the backup of files and folder across multiple discs, similar to the way iTunes allows you to back up your music library across multiple CDs or DVDs. Even applications can be spanned.
The audio DVD finally comes of age with Toast 7. You can now fit over 50 hours of music, complete with on screen menus, smart playlists, and random play. Roxio has expanded the number of audio codecs supported as well, and users can now convert audio files to OGG, FLAC, AAC and more. Both Dolby Digital sound or full-quality 96 kHz, 24 bit audio are supported as well.
DivX fans will also have much to get excited about. Toast now allows users to easily turn iMovie HD or Final Cut HD projects into DivX HD discs. Finally DivX users can watch their movies in the comfort of their own living room (assuming they have a DivX certified HD player).
Other nice features include the ability to easily add custom icons and backgrounds to your discs, and to create custom hybrid discs much more easily than in the past. You are now able to import and copy from set-top DVD recorder discs (as well as DVD camcorders) and extract selected chapters. In our tests we were able to extract a specific episode of The Family Guy from a disc burned on our Phillips recorder, and then re-burn that to a separate disc. You can also quickly capture live audio with the new CD Spin Doctor Desktop Recorder Dashboard widget. Another great feature I was surprised to see is the ability to convert your video to a format compatible with the Sony PlayStation Portable (Guess where that episode of The Family Guy is going?).
If I had to think of one feature Toast 7 is possibly missing, it would be the ability to use music purchased via the iTunes Music store in projects. This is not a limitation of Toast, however, it is due to Apple’s strict digital rights management.
Conclusion
So as with all updates, the question always is, “Is this update worth the money?�
Toast 7 is easily the most full-featured and well laid out burning solution available today, Mac or PC. As I stated at the beginning, I don’t see anywhere for Roxio to go with the next version of Toast. This version literally has it all, and then some. But is it too much for some users? The number of audio CD options is staggering. The new DVD audio features are a big selling point to me as well. The list of new and improved features in Toast 7 is very impressive. But will you use them all? Is this another case of using a sledge hammer to hang a photo?
If all you need to do is burn a couple files to a disc, you don’t need Toast, the Finder can do that.
But if you are like me, and are a Mac user who uses the iLife apps on a regular basis, this update is a no-brainer. I have over 12,000 digital photos I have taken that were doomed to stay locked inside my computer because the steps needed to make decent slideshows were too time-consuming, even in iPhoto. The new iLife integration makes creating professional-looking slideshows (with music) so easy my mother could do it, yet the quality is up there with DVD Studio’s slideshows. In fact, if you use half the features in Toast 7, you’ve made money as far as I am concerned.
Price: $99, (there is a $20 rebate for current owners of the software)
Rating
As an application 9.5 out of 10
As an update 9 out of 10
HOLY UPDATES, BATMAN! New Power Macs (“Quad” dual-core!), new PowerBooks, Display price drops, and new Photo Application!
Posted by Dr. Macenstein
Apple’s latest invitation-only press event today unleashed the highly anticipated dual-core 970 Processor with a bang!
Er, make that FOUR bangs.
Apple’s newly announced PawerMac line up comes with a choice of 1 or 2 dual-core processor configurations. In essence, that is like getting 2 or 4 processors, since each dual-core chip effectively has 2 processors working together. This is great news for Apple’s graphics professionals, and the good news did not stop there.
The choice of graphics cards for the systems has been drastically updated, and professionals will have their pick of 4 of Nvidia’s latest cards. Of special note is the introduction of the Quadro FX 4500 for the Mac. This is Nvidia’s fastest workstation-class card, and should remove any stigma about running 3D applications on the Mac.
“There is some serious horsepower under the hood,” said Apple’s David Moody. That may be an understatement. The new Power Macs G5 “Quad” system is capable of processing 76.6 gigaflops using its 4 velocity engines, and 4 1MB Level 2 caches. The new systems also ushered in the introduction of PCI Express to the Mac line, a feature often requested by professionals. The new Power Macs are now able to accommodate up to 16 GB of DDR2 RAM as well.
Pricing for these monsters starts at $1,999 for the single dual-core 2.0 GHz configuration, $2,499 for the single 2.3GHz dual-core system, and $3,299 for the “Quad” dual-processor 2.5 GHz powerhouse. ( A Maxed out “Quad” system (without monitor) can easily top $18,000) .The single models are available now, the “Quadâ€? systems will be shipping in November.
Alongside the new Power Macs, Moody also unveiled 2 new PowerBook models. Largely consisting of screen resolution updates, the PowerBooks did not see the introduction of G5 processors, or even a speed boost, but did see some nice upgrades none the less. Superdrives are now standard on the 15 and 17 inch models, as is support for Apple’s 30 inch display. Battery life has received an impressive 22% increase as well. Despite the battery life increase, the displays are brighter than previous models. Resolution has been boosted to 1440 x 900 on the 15-inch model, and 1680 x 1050 for the 17-inch model. The models are shipping today, and are priced at $1,499 for the 12-inch model, $1,999 for the 15-inch model and $2,499 for the 17-inch model.
Apple did not update its displays with the rumored iSights, but did drop the prices of its larger displays, which is even better news. The 23-inch Cinema HD Display dropped $200 to $1,299, and the 30-inch Cinema HD Display saw a welcome $500 drop, to $2,499.
Finally, Apple today announced its latest pro application, called Aperture. As we predicted earlier, this application fills in the gap in Apple’s Pro line of iLife-counterparts. Designed for the professional digital photographer, Aperture focuses on the RAW format workflow. “Aperture is to professional photography what Final Cut Pro is to filmmaking,” said Rob Schoeben, Apple’s vice president of Applications Marketing. Along with basic iPhoto editing features like red-eye removal and cropping, Aperture allows for a non destructive workflow in its completely editable environment. Aperture’s best features seem to be geared towards the organization and cataloging of photos, as well as generating proof sheets and contact sheets. Aperture would seem to be the reason behind Apple’s larger than usual presence at the PhotoPlus Expo tomorrow. Aperture will ship in November with a $500 price tag.
All in all we’d have to say this is the most exciting Apple event in some time.
RUMOR: Apple planning big “photo-related� surprise?
Posted by Lab Rat
AppleInsider is claiming that Apple has secretly registered the largest booth at this week’s PhotoPlus Expo in New York. PhotoPlus Expo claims to be “the largest and the most comprehensive expo in the photographic and imaging industries.�
Whether Apple plans to announce even more new products at the PhotoPlus Expo (we’ve heard rumblings of an iPhoto update in the works) or merely wants to showcase the new Power Macs and PowerBooks is unknown.
This is a much larger presence than Apple has had in the past. AppleInsider reports Apple is planning to stay for the full 3 days as an exhibitor. The web has taken this news and run with it. Speculation has run rampant that Apple will unveil anything from its own digital camera to a new “Pro� version of iPhoto to compete with Adobe’ offerings.
While we certainly expect more and more “pro� features to creep into iPhoto with each release, Apple is not likely to release such a pro app now. Its upcoming transition to Intel processors will require the full support of a publisher as huge as Adobe/Macromedia.
However, it is interesting to note that while iDVD and iMovie each has their respective “pro� counterparts (DVD Studio Pro and Final cut Pro, respectively), and one could argue Garage Band and Soundtrack are the pro equivalents of iTunes, iPhoto is currently the only iLife application to not have a corresponding “pro� application.
I guess we’ll have to wait until Thursday to see.
Source: Apple to use Intel’s “Robson flash memory” technology to increase battery life, reduce boot time in Mactel machines
Posted by Helper Monkey
Sources have confirmed that Apple does indeed plan to use the Robson technology created by Intel in its new line of Intel-based laptops and desktop machines.
What’s Robson?
Robson utilizes flash memory to store specific aspects of the operating system and frequently used applications. Since flash memory can access data substantially faster than traditional hard drives, computers can boot, wake from sleep, and load applications much faster when using Robson. In addition, flash memory can be accessed without nearly the same power consumption penalty of traditional memory, which can in many cases significantly increase notebook battery life, and reduce heat.
This past April, Microsoft and Samsung demoed a PC system using Robson. In those tests, a typical 4 hour notebook battery gained an extra 36 minutes of life using the technology. Reportedly, the goal is to at least double that by year’s end.
Earlier this week, CNN reported Apple scrapped plans for a joint US$3.8 billion investment plan in flash chip production with Samsung Electronics. The deal with Samsung was originally thought to be an investment by Apple to ensure a great deal on future flash memory chips for Apple’s flash-based iPod nano. However, sources have revealed to Macenstein there was more to this deal than just iPods. The flash chips Apple was interested in are NAND chips, which are indeed used in its popular MP3 player, but are also coincidentally the same type of chip needed for the implementation of Robson in notebooks and PCs.
While Apple has backed out of this particular deal for flash chips, it is reportedly still very actively looking around at other NAND chip manufacturers, such as Toshiba. By combining Robson with less power hungry Intel processors in upcoming notebooks, Apple hopes its new laptops will be some of the coolest running (and of course coolest looking) portables around. It seems next year’s Apple models will be some of the most advanced PCs available, as Apple uses the switch to Intel as an opportunity to embrace many new cutting edge technologies. More on those later.
Apple Market share up “Big Time”
Posted by Helper Monkey
Well, maybe “Big Time” is a bit of an overstatement. But when you account for just over 3% of all PCs shipped in the U.S., any growth can seem huge. IDG’s latest report on the PC market showed an impressive 17% growth for the industry, feuled largely by low-cost PCs and laptops. In the US a strong back-to-school season is credited with providing a much needed boost to PC sales. While all the major vendors saw good numbers, Apple posted some very encouraging numbers.
“Apple – Apple cranked up its performance another notch, boosting growth in total PC shipments by 48%. The company refreshed the Mac-Mini line and its PC business continues to benefit from the rapid growth of its music business. Growth was particularly strong in its retail outlets and in Europe, although growth in the Americas and Japan was also healthy.”
A year ago, Apple counted for only 3.3% of the U.S. PC sales. The latest results show Apple up to 4.3% in one year. While these seem like small numbers, the jump is actually very impressive.
Many analysts are pointing to these numbers as very real evidence of the iPod’s “halo” effect. Strong iPod sales are credited by many as giving Apple a “foot in the door” into the minds of consumers who once would never consider buying an Apple computer.
Steve Jobs makes the cover of TIME (again)
Posted by Helper Monkey
Steve Jobs’ beautiful mug will once again grace the cover of TIME magazine. The October 24th issue feature’s Jobs’ holding the video iPod, while standing behind the new iMac. The caption reads “THE MAN WHO ALWAYS SEEMS TO KNOW…WHAT’S NEXT”.
The feature story is entitled “How Apple Does It”
From the article: “Conventional wisdom says its strategy is wrong, yet it keeps turning out great products. TIME looks inside the world’s most innovative company.“
