thing i found that you highlight that causes people to stop and think is i think most of us know aboutmoore's law which was developed by the founder of intel which effectively said every two years , profit size will double and then immediately everybody will move into that space and then two more years later. and then you said that the interesting part about this is people don't understand that there is a simultaneous growth of storage capacity, so the idea that everything you do lives on forever, really i think people don't understand that. >> there were two developments, actually three that have transformed the way people think about even how their publicly generating data is used. what is storage capacity? we can't store everything forever. in the old days let's say you did something in public, people can take a photograph or whatever but in the end it would get lost or it wouldn't be distributed. there wasn't the ability to make a lot of use out of it. that's changed, but there's a second development. storage would be worthless if you can't analyze what you stored. it's like that scene fr