Soi just walked into, i stepped on board a ship as it was going down. And there was no desire to expand out an experiment and make cool stuff like i had seen in that conference. The newyork times called me the morning before the time warner merger to say, we want you to write the piece about Time Warner's buyout of Aellis. They didn't bring any imagination into it. Within months they're carting the water coolers out of the timetime life building. It just, it kind of corporatizes everything if you're not careful.