Two men were in the process of inventing a new brand of gum.  They were
arguing over the fact that their new gum was too hard and brittle and didn't
have the right consistency. One of the inventors kept arguing that they
simply had to add more liquid to their primary secret ingredient, code
named "Yewin".  (Oh God, I'm already beginning to groan).
   
The other man argued adamantly.   "No, No, No!  It's not wetter Yewin that
counts...
it's how you ply the gum!"