The inherent leverage in social media is like tanex any other kind of media, because it's not passive. You can have a conversation. I think that the reach that twitter has, even right now, some of the stories i've heard are like, ridiculous. It was kind of wlit. Larry David would say, when he passed some employee off, it would say, o you you usede i foisted jamie on moiste. Woavt you wa first black mark ward in the pat ha, hai'm sitti. Jami isma, i'm playing meto games, my friend.