on bodycheck, truly indispensable computing on your body's.means we have warned tech in arrears from worn tech in our ears for decades. why not leverage that? cory: inventory drops, they get gross margins, compression, and competition from companies who don't care about patents and just make cheap copies. but, you've got companies like fitbit who have fabulous margins, or apple, fabulous margins, who are deeply in the electronic space. how do you make sure you are the latter and not one of the former? guest: we pride ourselves on not being a gadget. with the iphone, there are two big things. steve jobs was smart enough to launch a pocket computer and not call it a pocket computer. he was smart enough to say people are already carrying computers in their pockets, and i will leverage that to get them a new device, the iphone. the original iphone did not have an app store. phone inveraging a your ears, and we want to build a platform on that. the other question, the way you don't become a gadget is you focus on the software and the backend. that'