I get particularly irked when i hear about companies are just like the compani's printing money, therefore they've got to be a great product engineering organizationr have a good product to sell. You can have an amazing product, and it's going o become bad business because they don't know how to distribute or go to market. I think we're making strides in progress here. And i think younger start ups companies often, almost always get at right, just for the nature them being smaller. But the fact that we're not, that it isn't considered a joint discipline, to me, really still surprises me. And i wish we could do much, much better on them.