is it a one-time thing like when apple mispriced one of the early i feenz, or is it just that they don'tave products that are that differentiated and hearing the pumpkin example, i don't think the pumpkin example is a good reason why you need a go pro versus an iphone on a stand? >> cut me some slack on that. i don't know if that's off the top of his head or not, but what do you think the answer? >> look, carl, i don't need to cut him that much slack. i would think he would have different examples as to why a go pro is different than an iphone sfwloosh he has made a lot of those cases before, why various verticals should be intriguing to viewers. >> i think the problem is ultimately it's a commodity hardware product. the media idea is unproven. if they were such a content company, why do they need tons of marketing spent? >> let's translate to yelp that did spend the marketing dollars and seems to have accelerated the display ad business where they're not putting their eggs in the future. that local business, which is supposed to be their core, still not doing well. how do you look at th