there was a really interesting discussion on michael's forum last tuesday, david talbot who has an article in the magazine, season of the witch, talking about whether we're a city of enlightenment or a city of applications or apps. i think where we have great business boom that's happening right now in the city, we're seeing the impacts of that are dramatic. i just got a call last night from my neighborhood video store, actually supervisor campos' neighborhood store, four star video which is closing its store, can no longer afford to pay the rent for the cost of doing business in san francisco and it's actually a pretty well used video store. i go in there all the time. it's always full of people. i heard iron rock is having their rent increase by about $10,000 i don't know if that's a year or a month. that is a significant amount of monday i. another business on valencia street, a great neighborhood serving business, 7 80 cafe is actually having their rent raised $5,000. i believe that could be a month or a year. we're seeing major, major changes that are affecting businesses that are est

david talbot. it's an irritating story. for all kinds of reasons.ncluding the fact that it's almost kind of like some kind of odd anti-capitalist argument that wow, we're creating all these jobs in san francisco -- >> i think it's also what we do in the media. we say hey, look, new big trend and then we wait about a couple of months and we say this trend has gone too far and this is enough of that. >> we're creating too many jobs in san francisco. >> also when the trend gets written about for a few years. you can read articles about hey, san francisco things are shifting up there, you know, you can read an article about that in 2012. you can read an article about that in 2011. you can read an article about that in 2010. and there's some truth to it obviously. but yeah, people like to sensationalize it. the city is not very big, right? seven by seven. so taking it -- you know, the tech money aside, you know, it's not a big city. so it's always going to be expensive to live there. >> jonathan, we've got about 30 seconds before we've got to go to comme