I'm calling for a moratorium on talking about that episode anymore I didn't want to bring it up again. It's been striking to me someone who writes about this what an impact it's had on me again something I'm aware of I'm going to fight through but the and so I only bring that up just to make the point about how powerful these things are. The problem is incentives like all the incumbent company might have all this knowledge and all this expertise but they will always have bad incentives at least the vast majority of the time. Those powerful incentives particularly powerful when there are a couple of years old and look as cute as your kids do well.