The show celebrates books and great new ideas, it's just a reminder of the power of language. Language empowers us not only to scale culture, cause dandy mir can't be in every restaurant, but thes the power of this sort of indelible set of catch phrases. And so he's continually, it speaks to the difficulty of this, he's continually trying to build better ones. You think of like steve jobbs is no longer with us, but think different still animates the team at apple.