here for a marketing makeover, brewster kel, ceo of terkel brand. to throw these people a life raft, a life vest, anything, haul them out of the water? this industry is in trouble? >> how many more bad puns. melissa: i love that. don't make fun of my puns. they are all fabulous. fix the industry. >> they were all fabulous. the first thing you have to do, yes indeed they have can fix the industry. they have had a serious of mishaps and some have been handled in a boneheaded fashion but they can pull out of this. people want them to. this is great product so many people want. the first thing they have got to do there needs to be commitment from the top down. when there's a problem the top person in charge has to say, i'm here, i'm responsible, i'm going to take care of it. melissa: but physically. they have to helicopter in and be there on the spot, hugging people, taking pictures. is that what you mean? >> exactly what i mean. they have to prove, no pun intended they have skin in the game. that they are there. you mentioned royal caribbean. when roya