EY Market their product . It all boils down to the marketing and GF have to realize this if not I am affraid to tell you that GF will be smothered by EY.
An example of marketing my friend is Fosters Beer. It is a World recognized beer but you talk to a local Aussie and he would not even spray the Fosters on his Bar-B-Que to simmer the fire.
VB is the choice beer down under but unfortunately Fosters is marketed better worldwide so there for sales are better. This is just a small example of maketing a less superior product can fool the world public eye.
I think GF will soon ( a few years) have to pack their bags and go back to Bahrain. EY is taking over and has big money behind it to go big guns at GF.
My humble opinion.