I believe that the pod cast has more free earned media from people talking about pod casting then there's actually dollars in the channel. Marko, what does it take, in your estimation, to make a world class pod cast that develops an audience? When you look across the data, you see all these new podcasts starting, you see the founder, you see the podcasters giving up. And so you really have to build these long term relationships with listeners. You have to have chemistry. As the hosts of the show, what eform at it is. It has to keep people in interested and involved. Nothing does that more than good personalities of the host or hosts....