The first major change that's already happening is the virtual goods revolution. i think this is going to become the best way for a community to interact, both with each other and potentially werd celebrities. Imagine a football club like paris, saint german or asno ad hanging out with thousands of fans while they watch a game together. How cool would that be? That level of engagement is going to create fierce brand loyalty and a real sense of participation. I think we're already sitting on the gunpowder for some pretty big changes in the way that we operate. We're just waiting for the right products in the right services.