I think there is this very much separation between data generators based between people who consume on the analytics side that's caused a lot of headaches right. No amount of downstream data modeling can fix data problems that you create in your application I mean you can kind of clean things up but there are certain things you're not going to be able to restore or there's just a lot of pain around the amount of time you see all things for example data pipelines to get things in order. And so as part of the notion of the new book I'm working on it is sort of the end end you know thinking about data modeling from end to end and the data life cycle. The thought process I'm very