In so grove, while he was still, um, covintel, actually asked clay to come speak to their management team about disruption. And famously, that that conversation, in sort of like intel lore, is directly connected to inte watching the celler and prot celler on processors. The book came out subsequently. Grove famously went up on stage at com decks when the book came out, and said, how important it was,. but the article is what got a lot of people's attention.