spent $98 million on the 2012ly cycle including 30 million to a pac supporting mitt romney and gingri gingrich, so we know how that turned out. example. bill yon airs are spending tons of money and not getting a times. >> certainly in 2012, there are a number of conservative billionaires who spent a huge amount of money but ended up losing. president obama obviously was re-elected. these are smart business people. what they did after 2012 was to go back and analyze their failure and draw lessons and one of the reasons they did much better in 2014 is they figured out better ways to communicate with the american public, for example, in some states, they ran ads putting ordinary couples around a dining room table and having them talk about the problems of obamacare for their particular family. so they were able to personalize and humanize their message in a way that really resonated with the average voter. >> so it world better. better. it's also been more effective in smaller state issues and state campaigns. being a billion air can work against you, especially if you are the candidate. meg whit