The money in potcass is very, very small, right? It's really not that much. In fact, there's more money on mobile than there is on the web. Mobile is the most valuable medium of them all. What it took to get to that was, to your point, it took efficiency. It took actually making it ficient. The thing about advertising is you have to have a way to measure. More analytics will not make, will not hurt advertising for pod casting. It will increase advertise for podcast casting.