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A waiting room is one of the last places in modern life where people sit still with nothing to fill the time. Dwell time here runs longer than anywhere else we operate, and the setting carries a level of trust that lets a message say more than a few seconds usually allow.
A cut, a colour or a full set of nails takes time, and for most of it the hands are occupied. The screen stops being background and becomes the entertainment - in front of the most concentrated audience on the network.