.milk-case{--evidence-green:#526147;--evidence-line:#cdd2c4}.milk-case p{margin:0}.milk-hero{padding:32px 0 42px}.milk-hero .back-link{margin-bottom:44px}.milk-hero h1{font-family:var(--serif);font-weight:400;font-size:clamp(52px,5.7vw,80px);line-height:1.07;letter-spacing:-2.6px;max-width:1120px;margin:23px 0 32px}.milk-case em{color:var(--accent);font-weight:400}.milk-introduction{display:grid;grid-template-columns:1.05fr 1fr;gap:90px;max-width:1120px}.milk-introduction p{font-size:14px;line-height:1.85;color:var(--muted)}.milk-introduction .milk-deck{font-size:21px;line-height:1.65;color:var(--ink)}.milk-introduction p+p{margin-top:13px}.milk-context{display:grid;grid-template-columns:1.6fr 1fr 1fr;gap:25px;border-top:1px solid var(--line);margin-top:31px;padding-top:19px;font-size:11px}.milk-context span{display:block;text-transform:uppercase;letter-spacing:1.4px;font-size:9px;color:var(--muted);margin-bottom:7px}.milk-results{display:grid;grid-template-columns:repeat(3,1fr);background:var(--soft);padding:32px 36px;gap:34px}.milk-results>div{border-left:1px solid var(--evidence-line);padding-left:34px}.milk-results>div:first-child{border:0;padding:0}.milk-results strong{display:block;font-family:var(--serif);font-size:62px;font-weight:400;letter-spacing:-2px;line-height:1.1}.milk-results strong span{color:var(--accent)}.milk-results h2{font-size:13px;margin:12px 0 7px;font-weight:600}.milk-results p{font-size:11px;color:var(--muted);line-height:1.8}.milk-attribution{font-size:11px;color:var(--muted);max-width:880px;margin:16px 0 31px!important}.evidence{margin:0;min-width:0}.evidence-link{display:block;position:relative;border:1px solid var(--line);background:#fff;overflow:hidden;cursor:zoom-in}.evidence-link img{width:100%;height:auto;object-fit:contain}.enlarge-label{display:flex;justify-content:space-between;gap:18px;align-items:center;font-size:10px;padding:11px 15px;border-top:1px solid #e5e5df;background:#fff;color:var(--ink)}.enlarge-label span{font-size:17px}.evidence-link:hover .enlarge-label{background:var(--soft);color:var(--accent)}.evidence figcaption{display:flex;justify-content:space-between;align-items:start;gap:28px;font-size:10px;line-height:1.8;color:var(--muted);padding-top:13px}.evidence figcaption b{display:block;font-weight:600;color:var(--ink)}.growth-context{display:grid;grid-template-columns:1fr 1fr;gap:60px;padding:28px 0 46px}.growth-context h2{font-family:var(--serif);font-size:32px;font-weight:400;line-height:1.25;margin:0;max-width:430px;letter-spacing:-.6px}.growth-context p{font-size:13px;line-height:1.85;color:var(--muted)}.milk-chapter-nav{display:flex;justify-content:space-between;flex-wrap:wrap;gap:15px;border-top:1px solid var(--line);border-bottom:1px solid var(--line);padding:16px 0;font-size:10px;letter-spacing:.3px}.milk-chapter-nav a:hover{color:var(--accent)}.milk-section{padding:83px 0 35px;scroll-margin-top:25px}.milk-section-heading{display:grid;grid-template-columns:1.7fr 1fr;gap:90px;align-items:end;margin-bottom:48px}.milk-section-heading h2,.retention-copy h2,.milk-takeaway h2{font-family:var(--serif);font-size:clamp(38px,3.8vw,54px);line-height:1.1;letter-spacing:-1.6px;font-weight:400;margin:17px 0 0}.milk-section-heading>p{font-size:13px;line-height:1.85;color:var(--muted);max-width:360px}.experiment{padding:30px 0 47px;border-top:1px solid var(--line)}.experiment+.experiment{padding-top:37px}.experiment-title{display:flex;justify-content:space-between;align-items:end;gap:30px;margin-bottom:28px}.experiment-index{font-size:10px;color:var(--accent);text-transform:uppercase;letter-spacing:1.6px}.experiment-title h3{font-size:31px;line-height:1.23;letter-spacing:-.8px;font-weight:400;margin:10px 0 0}.experiment-tag{border:1px solid var(--line);padding:6px 9px;font-size:9px;text-transform:uppercase;letter-spacing:.9px;white-space:nowrap}.test-layout{display:grid;grid-template-columns:2.5fr 1fr;gap:38px;align-items:start}.test-notes{display:flex;flex-direction:column;gap:22px}.test-notes h4{font-size:9px;letter-spacing:1.3px;text-transform:uppercase;color:var(--accent);font-weight:600;margin:0 0 8px}.test-notes p{font-size:12px;line-height:1.85;color:#51554d}.test-result{border-top:1px solid var(--line);border-bottom:1px solid var(--line);padding:17px 0}.test-result>strong{display:block;font-family:var(--serif);font-size:42px;color:var(--evidence-green);line-height:1.05;font-weight:400;margin-bottom:10px}.test-result small{font-family:var(--sans);font-size:10px;font-weight:400;display:block;line-height:1.7;margin-top:4px;color:var(--muted)}.test-comparison{background:var(--soft);margin-top:23px;padding:23px 23px 18px}.comparison-heading{display:flex;justify-content:space-between;gap:20px;font-size:10px;margin-bottom:20px}.comparison-heading span:first-child{font-weight:600}.comparison-heading span:last-child{color:var(--muted);font-size:9px}.comparison-row{display:grid;grid-template-columns:185px 1fr 62px;gap:16px;align-items:center;margin-bottom:14px}.comparison-row>span{font-size:10px;line-height:1.5}.comparison-row strong{font-family:var(--serif);font-size:24px;font-weight:400;text-align:right;line-height:1}.comparison-row i{font-style:normal;display:inline-block;font-size:8px;letter-spacing:.5px;margin:4px 0 0;color:#3f5937;line-height:1.2;border:1px solid #b4c0a7;padding:3px 5px}.comparison-row.winner strong{color:#425735}.share-track{height:19px;background:#d5dacd}.share-track>span{display:block;background:#96a089;height:100%}.winner .share-track>span{background:var(--evidence-green)}.share-axis{display:flex;justify-content:space-between;padding-left:201px;padding-right:78px;font-size:8px;color:var(--muted)}.experiment-limit{font-size:10px;line-height:1.8;color:var(--muted);max-width:890px;margin-top:19px!important}.variant-details{margin-top:23px;border-top:1px solid var(--line);border-bottom:1px solid var(--line);max-width:860px}.variant-details summary{font-size:11px;cursor:pointer;list-style:none;display:flex;justify-content:space-between;gap:20px;padding:14px 0}.variant-details summary::-webkit-details-marker{display:none}.variant-details summary span{font-size:18px;line-height:1}.variant-details[open] summary span{transform:rotate(45deg)}.variant-details ol{margin:0;padding:4px 0 17px;list-style:none}.variant-details li{font-size:13px;line-height:1.75;padding:11px 0;max-width:740px}.variant-details li span{display:block;font-size:9px;letter-spacing:.7px;text-transform:uppercase;color:var(--muted);margin-bottom:4px}.retention-band{background:var(--soft);padding:69px 0;scroll-margin-top:0}.retention-layout{display:grid;grid-template-columns:1fr 1.55fr;gap:58px;align-items:start}.retention-copy h2{font-size:47px;margin-bottom:24px}.retention-copy>p{font-size:13px;color:#53594d;line-height:1.8}.retention-copy>p+p{margin-top:14px}.opening-principles{list-style:none;padding:0;margin:21px 0;border-top:1px solid #cbd1c1}.opening-principles li{font-size:11px;line-height:1.65;border-bottom:1px solid #cbd1c1;padding:10px 0 10px 22px;position:relative}.opening-principles li:before{content:'↗';position:absolute;left:0;color:var(--accent)}.retention-examples{display:grid;grid-template-columns:1fr 1fr;gap:19px;margin:27px 0 21px}.retention-examples strong{font-family:var(--serif);font-size:35px;letter-spacing:-1px;font-weight:400;line-height:1.15}.retention-examples span{display:block;font-size:10px;margin-top:4px;color:var(--muted)}.retention-copy .retention-note{font-size:10px;color:var(--muted);line-height:1.85}.retention-evidence{padding-top:9px}.ctr-section{padding-bottom:72px}.ctr-section .milk-section-heading{grid-template-columns:1.65fr 1fr;gap:70px}.ctr-reading{display:grid;grid-template-columns:1fr auto 1.4fr 1.6fr;gap:28px;align-items:center;padding:25px 0 0}.ctr-reading span{font-size:9px;color:var(--muted);display:block;text-transform:uppercase;letter-spacing:.9px;margin-bottom:8px}.ctr-reading strong{font-family:var(--serif);font-size:37px;font-weight:400;letter-spacing:-1px;line-height:1.2;white-space:nowrap}.ctr-connector{font-size:34px;color:var(--accent);padding-top:20px}.ctr-reading p{font-size:11px;line-height:1.8;color:var(--muted);border-left:1px solid var(--line);padding-left:27px}.milk-takeaway{padding:45px 0 57px;border-top:1px solid var(--line);display:grid;grid-template-columns:1.3fr 1fr;column-gap:70px;scroll-margin-top:25px}.milk-takeaway>.section-label{grid-column:1/-1}.milk-takeaway h2{grid-row:2/4;max-width:660px;font-size:49px;margin-top:19px}.milk-takeaway p{font-size:14px;line-height:1.85;color:var(--muted);margin-top:19px}.expertise-tags{grid-column:1/-1;display:flex;flex-wrap:wrap;gap:10px;margin-top:30px}.expertise-tags span{border:1px solid var(--line);padding:7px 11px;font-size:10px}.evidence-viewer{width:calc(100vw - 40px);max-width:1500px;height:calc(100dvh - 40px);max-height:calc(100dvh - 40px);border:0;padding:0;background:var(--paper);color:var(--ink);box-shadow:0 15px 60px #0005}.evidence-viewer::backdrop{background:#171a16db}.evidence-viewer[open]{display:flex;flex-direction:column}.viewer-toolbar{display:flex;justify-content:space-between;align-items:center;gap:25px;padding:17px 22px;border-bottom:1px solid var(--line);flex-shrink:0}.viewer-toolbar h2{font-family:var(--sans);font-size:14px;font-weight:600;line-height:1.5;margin:0 0 3px}.viewer-toolbar p{font-size:10px;color:var(--muted);margin:0}.viewer-actions{display:flex;align-items:center;gap:14px;flex-shrink:0}.viewer-actions button,.viewer-actions a{font-size:11px;padding:8px 11px;border:1px solid var(--line);color:var(--ink);background:transparent;cursor:pointer;white-space:nowrap}.viewer-actions button:hover,.viewer-actions a:hover{background:var(--soft)}.viewer-actions .viewer-close{border-color:var(--ink)}.viewer-scroll{overflow:auto;flex:1;padding:20px;overscroll-behavior:contain;-webkit-overflow-scrolling:touch}.viewer-image{display:block;max-width:100%;max-height:100%;width:auto;height:auto;object-fit:contain;margin:0 auto;background:#fff}.evidence-viewer.is-zoomed .viewer-image{max-width:none;max-height:none;margin:0;width:auto;height:auto}.evidence-viewer.is-zoomed .viewer-scroll{cursor:grab}.viewer-scroll:focus-visible{outline:2px solid var(--accent);outline-offset:-4px}
@media(max-width:1050px){.milk-introduction{gap:40px}.milk-section-heading{gap:40px}.test-layout{grid-template-columns:2fr 1fr;gap:25px}.test-notes{gap:17px}.comparison-row{grid-template-columns:140px 1fr 55px;gap:10px}.share-axis{padding-left:150px;padding-right:65px}.comparison-heading{display:block}.comparison-heading span{display:block}.comparison-heading span:last-child{margin-top:3px}.retention-layout{gap:30px;grid-template-columns:1fr 1.3fr}.retention-copy h2{font-size:41px}.ctr-reading{gap:18px}.ctr-reading strong{font-size:30px}.milk-takeaway{gap:0 40px}.milk-takeaway h2{font-size:43px}.milk-results{gap:23px;padding:27px}.milk-results>div{padding-left:23px}.milk-results strong{font-size:52px}}
@media(max-width:760px){.milk-hero{padding:26px 0 30px}.milk-hero .back-link{margin-bottom:31px}.milk-hero h1{font-size:clamp(42px,8.7vw,62px);letter-spacing:-1.5px;line-height:1.07;margin:19px 0 25px}.milk-introduction{grid-template-columns:1fr;gap:19px}.milk-introduction .milk-deck{font-size:18px;line-height:1.7}.milk-introduction p{font-size:13px}.milk-context{grid-template-columns:1fr 1fr;gap:18px;font-size:10px;margin-top:23px}.milk-context>div:first-child{grid-column:1/-1}.milk-context span{font-size:8px}.milk-results{grid-template-columns:1fr;padding:7px 23px;gap:0}.milk-results>div,.milk-results>div:first-child{display:grid;grid-template-columns:108px 1fr;gap:4px 13px;align-items:center;border:0;border-top:1px solid var(--evidence-line);padding:20px 0}.milk-results>div:first-child{border-top:0}.milk-results strong{font-size:44px;grid-row:1/3;letter-spacing:-1.5px}.milk-results h2{font-size:11px;margin:0;align-self:end}.milk-results p{font-size:9px;line-height:1.8}.milk-attribution{font-size:10px;line-height:1.8;margin:13px 0 25px!important}.enlarge-label{font-size:9px;padding:9px 11px}.evidence figcaption{font-size:9px;gap:10px;flex-direction:column;padding-top:10px}.growth-context{grid-template-columns:1fr;gap:15px;padding:24px 0 31px}.growth-context h2{font-size:30px;max-width:400px}.growth-context p{font-size:12px}.milk-chapter-nav{justify-content:flex-start;column-gap:20px;row-gap:12px;font-size:9px;padding:15px 0}.milk-section{padding:53px 0 5px}.milk-section-heading,.ctr-section .milk-section-heading{grid-template-columns:1fr;gap:20px;margin-bottom:29px}.milk-section-heading h2,.retention-copy h2,.milk-takeaway h2{font-size:38px;letter-spacing:-1px}.milk-section-heading>p{font-size:12px;max-width:450px}.experiment{padding:25px 0 34px}.experiment+.experiment{padding-top:29px}.experiment-title{display:block;margin-bottom:23px}.experiment-title h3{font-size:27px;margin:10px 0 16px}.experiment-tag{font-size:8px}.experiment-index{font-size:9px}.test-layout{grid-template-columns:1fr;gap:28px}.test-comparison{padding:18px 14px 16px;margin-top:17px}.comparison-heading{margin-bottom:17px}.comparison-row{grid-template-columns:110px 1fr 47px;gap:9px;margin-bottom:13px}.comparison-row>span{font-size:9px}.comparison-row strong{font-size:21px}.comparison-row i{font-size:7px;display:table}.share-axis{padding-left:119px;padding-right:56px;font-size:8px}.share-track{height:17px}.test-notes{display:grid;grid-template-columns:1fr 1fr;gap:25px 22px}.test-notes h4{font-size:8px}.test-notes p{font-size:11px}.test-notes .test-result{padding:0;border:0}.test-result>strong{font-size:38px}.test-result small{font-size:9px}.experiment-limit{font-size:9px;line-height:1.85;margin-top:22px!important}.variant-details{margin-top:23px}.variant-details li{font-size:12px}.retention-band{padding:49px 0}.retention-layout{grid-template-columns:1fr;gap:29px}.retention-copy h2{margin:16px 0 22px}.retention-copy>p{font-size:12px}.retention-examples{grid-template-columns:repeat(4,1fr);gap:12px;margin:24px 0 17px}.retention-examples strong{font-size:30px}.retention-examples span{font-size:8px;line-height:1.6}.retention-evidence{padding:0}.retention-copy .retention-note{font-size:9px}.ctr-section{padding-bottom:49px}.ctr-reading{grid-template-columns:1fr auto 1.4fr;gap:17px;padding-top:23px}.ctr-reading strong{font-size:30px;white-space:normal}.ctr-reading span{font-size:8px;letter-spacing:.5px}.ctr-connector{font-size:24px}.ctr-reading p{grid-column:1/-1;font-size:10px;border:0;border-top:1px solid var(--line);padding:17px 0 0;margin-top:3px}.milk-takeaway{display:block;padding:33px 0 42px}.milk-takeaway h2{font-size:38px;margin:17px 0 23px}.milk-takeaway p{font-size:13px;margin-top:14px}.expertise-tags{gap:7px;margin-top:23px}.expertise-tags span{font-size:9px;padding:6px 8px}.evidence-viewer{width:100vw;max-width:100vw;height:100dvh;max-height:100dvh;margin:0}.viewer-toolbar{padding:15px;display:block}.viewer-toolbar h2{font-size:12px}.viewer-toolbar p{font-size:9px}.viewer-actions{margin-top:12px;gap:8px}.viewer-actions button,.viewer-actions a{font-size:10px;padding:8px 10px}.viewer-close{margin-left:auto}.viewer-scroll{padding:12px}}
@media(max-width:380px){.milk-results{padding:5px 16px}.milk-results>div,.milk-results>div:first-child{grid-template-columns:96px 1fr;gap:4px 9px}.milk-results strong{font-size:39px}.milk-results h2{font-size:10px}.milk-results p{font-size:8px}.comparison-row{grid-template-columns:91px 1fr 43px;gap:8px}.share-axis{padding-left:99px;padding-right:51px}.test-notes{grid-template-columns:1fr;gap:21px}.test-result>strong small{display:inline-block;margin-left:9px}.retention-examples{grid-template-columns:1fr 1fr;gap:18px}.milk-takeaway h2{font-size:33px}.ctr-reading strong{font-size:27px}.viewer-actions button,.viewer-actions a{font-size:9px;padding:8px}}

@media(max-width:760px){.milk-introduction p{font-size:14px}.growth-context p{font-size:14px}.milk-section-heading>p{font-size:14px}.test-notes p{font-size:13px}.retention-copy>p{font-size:14px}.opening-principles li{font-size:12px}.milk-takeaway p{font-size:14px}}