Pods are increasingly breaking out into the broader main stream. There's a bias towards people who are more technical than having to set up a pog catcher, but they're still a little bit more technical. We don't know how many people actually listen to melchip as being an ad. No one knew if people listened to pod cast until this past week. All we know for exponent is that whad ever down load it? And no one knows what kind of return rate you get on your ads.