that scared the hell out of gary kasparov. that is what this does for retailers, right?g judgments on its own. >> not just -- david: about what the consumer wants. >> not just looking for a needle in the haystack but understanding the haystack itself. if you think about this technology not just for retail but for health care and banking that is the exciting part to this. david: wow. sandra: how does it work from the business perspective? so you're working with north face but obviously the goal is to branch this out to other retailers. if this is technology, you get approached by kate spade or tiffany or coach, that this technology would be embedded in their website or does it overlay? how does that work. david: good question. >> exactly. what we're trying to do is improve the web experience because when you go into a store and ask for advice they're there to talk to you, they're answering questions. imagine that on the web. if you look at so many people who abandoned their carts and web experience is actually where it's at right now. so this is, taking a look at the web