True story - he (Mr VVSE) told me this himself.
Quite a few decades ago, a Very Very Senior Executive at Rheem just happened to be in one of their offices (I think it was Toronto or Montreal, but the venue matters not at all) when someone literally came into the executive offices from off the street (pretty neat that the receptionists and secretaries &c let this guy through...I’ve always thought they must have been egging the guy on!) and said, anent a certain roadside billboard the contents of which were extremely familiar to all, “Why would you want to heat hot water?”
Rheem changed their billboard, and entire marketing campaign, over the next 48 hours.