I think what you're going to need and we'll go through it is it's become a consumer expectations around what they should get in exchange for playing their credit card for a subscription. It's just become overinvested. Goldman Sachs and Disney both missed on earnings. Both of them have had huge misses because they decided they wanted to be young again. That might have been the right strategy, but it is very hard when you have a shareholder base that's used to you having e-bit to end up.