dolby invests post script and desktop publishing and for 12 years the focus of technology was increasing production valus and making things look great. the pendulum swings the other way. then in 2006, apple comes out with the iphone and we start the pendulum back the other way. we have the first production value introduced. i believe to the first approximatation we'll spend the next ten years making content on the web much more differentiated and much more compelling and much more interesting and therefore more valuable. that doesn't mean that the songs pete wrote 40 years ago will be more valuable. he'll have to put them in a form that people say, wow, i got to have that. but the opportunity will be there. >> roger, you bring up the changes on the web. your band, we're going to hear from your band in a little bit has become sort of a laboratory on it. so you have a band, so what. my viewer is going to want to know. it's a laboratory. >> the key thing to understand is, when we formed elevation in 2004, bono had a plan for saving the economics of people like pete townsend. it was, we put