Once you're a Prime customer, you don't even price shop. So the purpose of creating the own content is not to make money on the content. This is another different razor to sell you more shoes. And once you understand that, what looks like disparate business is actually extremely tight together. It all comes right back to the core. Yeah. They haven't always had good ideas. Have they had some misses along the way too? I think the biggest failure was Fire Phone. Remind us what that was.