There was a lot of incremental building from that insight through the seventies and eighties. It's part and parcel of what we were talking about before, that that economist, usela, and other economists as well,. They see somethingn the world that seemed kind of puzzling. In another example, that would be the work that a that benben cline did and others on a vertical integration. Why is it that a firm might buy a supplier or supply its own stuff? Wouldn't it be better to let the market place produce that at a competitive price, and then you would just buy it in the open market place?