i think the crash of san francisco that'll occur in the next decade is going to result in san francisco potentially in cool again. The more likely scenera for san francisco, the city specific o san sco, is that gogle an apple just buy up all the real estate and it becomes a corporate town. That's my prediction. O k, let's take another question. How much focus should be put into building a brand, rather than fully focussing on creating product value? Brand awariness value brings better future opportunities. But that value can't be realized without a sthrung product. So you really do want to have a perfect product that...