I didn't realize - you think you are doing a movie but then you realize it's a Columbia Pictures movie so it's probably going to have some publicity. Then you see a billboard and it's like, 'God! I'm on a billboard!' It doesn't hit all at once, it kind of unravels itself and it's still unraveling.
Remember even though the outside world might be raining, if you keep on smiling the sun will soon show its face and smile back at you.
To call in the statistician after the experiment is done may be no more than asking him to perform a post-mortem examination: he may be able to say what the experiment died of.