Companies like one plus now tease out specks of the phone before it comes out. And we'll do almost, sort of have the equivalent of a news story that a leak might have. That definitely builds up a lot of hipe, whether intentionally or not. In terms of apple, i think we've seen apple do that a lot lately. They'll seed information to certain reporters too. It's stuff that i've heard about from other people that i don't work with....