i think there are few core things one is the advertising model requires a tremendous number of people salespeople you know support people add-offs etc and hopefully we can move away from that second thing as you said cloud technologies today are a different in a world that we don't need to manage your own data center what AWS can do for you. i think it goes back to engaging with the community community has to be built day one into the DNA of the company  it's not something you can tack on later on if you do it right.

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