'And the wheel,' said the Captain, 'What about this wheel thingy? It sounds a terribly interesting project.'
'Ah,' said the marketing girl, 'Well, we're having a little difficulty there.'
'Difficulty?' exclaimed Ford, 'Difficulty? What do you mean, difficulty? It's the single simplest machine in the entire Universe!'
The marketing girl soured him with a look.
'Alright, Mr Wiseguy,' she said, 'you're so clever, you tell us what colour it should be.'

-- "The Restaurant at the End of the Universe" by Douglas Adams.