Dustup, a cleaning products company, was trying to revive its old wood floor waxing product. It began offering an augmented service of a small brochure called "Ask a Wood Floor Expert" to its bottles. The brochure included information and a customer support hotline. However, shoppers removed the brochure from bottles in the store, so few bottles were purchased. At the same time, Dustup began receiving a flood of calls to its hotline. This increased Dustup’s costs 30% over projections. What question did the company forget to ask before launching its add-on?