2. Formal Resolution: If we cannot resolve a Claim informally, including past, present, and future Claims and disputes, and including any dispute as to the validity or applicability of this arbitration clause, then these Claims shall be resolved, upon election by either party, exclusively and finally by binding arbitration.<br> <br> The party initiating arbitration must follow the rules and procedures of the American Arbitration Association (“<strong>AAA</strong>”) in effect at the time the Claim is filed, and the parties agree that the arbitration shall be administered by the AAA.