Apple is becoming the thing that they detest, which is their losing control to the public markets. They've always been the one that's resisted in its like sthe great product, what's the great experience? And once you start getting hooked on that, you're in serious trouble. I'm relatively amenable to the apsent inapt purchases. Inik at gol makes a lot of money in the poy store because the in at purchase experience using the bilton api is better. It is justifiable to do that. But then again, maybe it wouldn't. Win by being better, don't win because you made a rule.