Is There a Limitation of the Possible?

I feel like the big transition to successful smartphones, away from the early smartphones that no one really used, was all about user interface and user experience. And I think when you go a notch or two outside of the traditional, what we think of as primary data users, you find that there's actually this huge number of folks who are very interested in this thing. So that's one of the things that a sort of available everywhere layer opens up that web only or even mobile would it would entail?