So next, the scientific method an axiom of physics, of all science says you cannot prove a hypothesis through observation, you can only disprove it.

The fiction, popularized by General Charles de Gaulle and pursued by François Mitterrand, that Vichy was not France had finally been interred.

Seemingly irrefutable theoretical models underlie a paradigm that has changed in significant ways, and that, if preserved, is bound to cause serious political problems.

So the physics is that you cannot prove a hypothesis, but it's easy to disprove it And the marketing is that not matter how much you've invested in your brand, one bad week can undermine decades of good work.