hear: what voice you beside me is cory johnson, bloomberg editor at large. what's going on here? cory: the big story is in the failure of the latest camera and the competition in the marketplace is substantial. as i was walking down the electronics show in los angeles, everyone had a high depth camera. a tracker, drone, and high depth camera. the story that went public is, yeah, we sell cameras on a stick, but just wait, we will be a media company. look, we make media, so we will be a media company. give us a media valuation, not the evaluation for a camera on a stick. when that story started to fade and the realization was painfully evident -- betty: they were not immediately. not a mediawere company. for that reason we can start to tease out a different future not just for go pro.