there's a gpu in this. graphics processing unit. as well as interface and the ability to surf.you said, that price point, until we know what more content plans they have, exactly how this might alter the landscape. remember, this in and of itself, this announcement in and of itself isn't going to make amazon any money. it's about the prime sign-ups and the media downloads and purchases people do because they're in the eco system. >> is it more or less than you were expecting walking in, jon? >> it's about what i was expecting except that i thought they might go the dongle direction like chrome cast. google did it. roku came out with one. the fact that they're coming out with box and going for power and speed, going for that voice activated navigation direction, i think it kind of says that they're looking not to just do the lowest common denominator here, they want the interface, they want power. it's a little bit more of a kinect meets kindle not only motion control but voice control. they're making a technology play here. >> jon, but they were also working on original content