The Real Challenger Brands in CBG

If you want to challenge and there have been some challenger brands in CBG, the real smart challenger brands will be where the kids are on digital. That's effectively worked. These companies have grown because that argument has worked and money is moving over from TV to the Internet. There's an Apple search engine. What exactly are we talking about when we say Apple's really- Yeah, I mean there is Siri, which is an Apple searchengine in some ways. And then there's the App Store,. If you look at the tea leaves on where they're hiring and putting resources, it is to run effectively a search advertising business in the App Store.