and jane myers' wonderful "new yorker" article as she quotes carter askew saying, "if you're in this business, you have to figure out if i don't -- if i don't win this election, i die." well, all these things, they rev up the emotion like it's armageddon if you vote for the wrong person. and they go for that one day vote. as opposed to building a long-term meaningful brand. i think the exception in the last 30 years was reagan's morning in america. it helped his long-term brand it was pretty positive. >> on the coke/pepsi that we just threw in the headline for this segment, i am thinking as you were alluding to it, i was thinking of the super bowl ad, pepsi ad where they show the coke distributor trying to sneak a pepsi in the store and all of the cans come down, or this year's it rati year's, the pepsi guy won a coke contest. is there an unwritten rule that there has to be humor if you are going to go negative? >> well, i think your point about the long-term branding is really important. negative as verve tizing can just bring down their negatives and that's fine and that's why we p