month,ives on twitter, and i saw sales there's book sales what is your response to the commercial at becket masseys is having that martin luther king day sale, right? it is clearly an opportunity. i always say mcdonalds use to run these adds well mcdonalds helping folks living the dream, is paying them a living wage. this is business, you can. >> stop it. >> and it sounds facetious but this is how it goes down my good friend and colleague has done this series on black moses bar by. and while it is on one the hand telling a real interesting story about harriet tubman, it is also very conscious of the way that if matel had the opportunity, they in fact create a black bar by that is dressed liar harriet tubman and you can buy your accessories as he does in the series. we understand how commercial culture works and so much of what sustained the idea if not the content is these commercial enterprises. >> so we have about 30 seconds left, what does black history month look like done right. >> done right, it is -- especially when you talk about social media, black history, period, done right is ou