enjoy a good discussion. we had steve jobs on eight times. he never appeared anywhere else but the code conference, except his own events, where he ran everything. - and this was the precursor to the code conference? - yes, exactly. he died before we started the second one, but he went there eight times. think about that. that guy never went anywhere. he went because he was a smart guy, and he liked great discussion. i think if you're a super smart person, and you're confident in yourself, you like someone who has an intelligent discussion. i think they like intelligent discussions. we have a crowd of people that's the top, elite people, and the elite media, and everything else. - they're speaking to their people. - yes, but they also want to show that they can keep up. i don't know why they do it, maybe they're gluttons for punishment, but that's my take, that they sit all day and have to spew pap to people, and say stupid things. this is the most vibrant industry, it's a us...