The Kodak board of directors includes many top people from other companies who sit on it. During one meeting, they were passing around samples of a new film in new trade dress, and one of the new board members popped the seal on the 120 roll and pulled it out onto the table and said, "Oh, how nice and smooth". There was dead silence. Then the member said "Oh, did I do something to hurt it?"
They explained 'film' to the new member. Then they passed out the prints that were part of the demo!
- Photo Engineer