After a year of grace while it found its feet, Formula 1's new owner is about to find out just how tough it can be to square circles in modern grand prix racing. Social media strategies, 'fan engagement' and experimental grid ceremonies are all well and good to start with, but now it's time for the serious stuff.
Few would disagree with appointing Ross Brawn to a senior position and asking him to map out F1's future technical direction. By all accounts, Brawn knows his onions - the technical ones and the political ones too.
But once you start peeling off the layers, onions tend to produce a strong smell and occasionally provoke people to crying. And the way things are headed, Brawn and co's attempts to define F1's post-2020 engine rules are already causing a stink among its current stakeholders, and could well end in tears too.