Advances in innovation can't simply be more tweaks to basic decking products, ... For example, in the manufacture of WPC planks, the industry has gone from a 5x4-inch plank to a hollow, or tongue-and-groove, [then] back to a 5x4-inch plank.

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Sooner or later you run out of tweaks.

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I think people have to realize if they want services they're going to have to pay for them.

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At US$5 billion in current sales, WPC is less than 20% of the way there.

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