the brands aren't super about what we're doing, but the haelths, we're saying, hey, sell as much of brand as you'd like. we're coming in last minute. what is going to minimize it, we're going to solve a timing problem. there's no channel cost, but some of them, not all of them, some of them are happy. whenever we have a collection of eight or ten hotels, then we have several friendly ones. >> which hotels are working with you? >> we don't disclose exactly which one. we show the entire collection, right? some work out for us. >> people some open. >> up next, apple at told ought of a color. >>> welcome back. it's with a certain amount of fear that we bring you this next video. >> three, two, one -- >> this video of a couple of guys in san francisco smashing a brand new ipad will get millions of views on youtube. it's a stunt, yes, but it's also an advertisement for a company called square trade. warranties that make -- >> for a certain fee, square trade will ensure your device from damage like there. now, the video is fun to watch. but for those in the media business it's sayre phiing. >> t