bunchts, you know, you can believe in something. you can believe in saving the polar bears, you know, if you personify it. you can believe in saving the environment if you turn it down -- >>> but as sort of the sally struthers thing proves, it somehow becomes more personal. >> there is definitely the personal identification part of it. and to that point, you know, in the appeals, kiva is a remarkable example of how they did that and turned that into an individual entrepreneur. >> remind people what kiva is, maybe. >> and just one quick mention and then we have to run to break. >> kiva is a micro finance organization which allows people with as little as $25 to help an entrepreneur in the developing world get themselves out of poverty. >> excellent. andy, your book is "dragon fly effect effect" and out september 28th. >> thank you very much. up next on "press here," a disappointing stock market has left many investors feeling burned. maybe the answer isn't to invest in one company, but many. we'll talk about the abcsf etfs. our state