if cuddy think of that would respect to margins -- how do you think of that with respect to margins?you raise prices? higher rises for the sustainably raised food? >> you're right, the gravy is we serve do tend to cost more. we spend more on our ingredients that are the restaurant change that is right about 34%. offset some of that by spending less on marketing. is important for us to do the type of marketing that we are doing today because it has viral potential. we do a lot to offset the cost of the ingredients, and frankly we do have rising power at this point. all of these predictions about what we might do with rising to pricing -- with goes to our cfo. i do not think it is more spent the day go to chipotle than other places -- expensive to go to chipotle than other places. have gotten all of these views on youtube, where do you go next? how far do you want to take this content bush? -- push? >> we have talked about movies before, i am not sure we want to go there yet. getting this television series off the ground was quite an effort. we have been working on this for more than t