with a great story, great talent, and then you sort of take the wind out of the sails with that kind of negative imagery. bottom line is we have to be vigilant and wrestle with them directly and the only way to get out of these sorts of situations recurring is through education. we have to fight that through media and different platforms and engage it in the most critical way possible. >> it's being presented as entertainment on some talk shows around the country as it was on that one on kfi in the middle of misery when people suffer the loss of a loved one, it's okay call her a crack ho. no buying deal. they took the license to do it. and then of course there's probably some asian parents who were watching this jeremy lin and now they have to explain to their kids who are 7, 8, 9 years old of an impressionable age what that really meant and how we have to deal with it and it forces parents and kids at a young age to have to deal with this stuff. that's why we have to call them out to...