Apple has all o the pieces to build an eco system here and to bring in substantial amounts of money such that podcast could actually, i mean, ye, you say pockets are still rotively small. But it will never actually garnish the montization to match that attention without the centralized source. To expand the base, you need the analytics. You need to understand who is listening, have a broad idea of who it is. The only company that's really in a place to get that is apple.