and we're back west philip cutler father of modern marketing mr cotler here is it a question maybe a bit of a philosophical question but i'm sure you thought of it as well in recent years i've noticed that and correct me if i'm wrong there's a shift in people spending happy it's that before people really wanted to buy an old stuff to feel happy or right to face to feel they are now better about themselves now they need stuff yet yet to to to to to feel established you need to have stuff now the focus is shifting on buying and living and experience not stuff and experience so instead of buying let's say a flat screen people now book a trip overseas and instead of a new car they sign up for a university course right can the new value that's put on the experience help the global economy while the demand for stuff is going down i like their idea it means that we don't have to produce so much physical stuff which requires ruling the earth basically by taking resources many of which can't be replaced later and making sound things soap experience is by the way that we are the sons or happen