I did very well out of it for a long time. It's paid for the property portfolio that i now look after, which i absolutely love. But there are a lot of externalities that people don't see coming out of that industry. The industry's very, very cut throat. No one has anything contractory obliged. Think of a more fickle industry than night life. If somebody brings out a bad iphone on the next one, the thirteenth iphone's bad. I'm going to do a full one week teaser campaign of here's one, but maybe a book a day, or whatever. Ad they'll be reminder that you can set on your inst