The way that we misuse technology was actually taught and studied by well the psychological sciences, the social sciences. I like to use angry birds as a good example because it was brilliant engineering. We used to teach about lock in that hey Apple, you should make your own equipment and your own operating system. And then oh no this block is teetering teetering and then it stays it doesn't drop. That's brilliant psychology. Do you think we're doomed on? Because I'm an optimist and the only way to live, in your living successfully is to be optimistic about it. But there are alternative business models. It probably will be a subscription service is going to be what we