we're like peter lynch meets jack bogle. i don't think you can pick the winning stock on any theme.uch like the dow or s&p to track the market. we give you an index built around an idea. we give you index exposure to that. sandra: formerly a trader. i'm confused about something. how do you get in and out of this? what is the liquidity. >> the liquidity is individual stocks. one. problems with etf and fund you don't have instantaneous liquidity. you could put as little as $250 or a million dollars. we give you real-time fractional share trades and make it very economic a.m. i was an executive at microsoft for starting this but i'm a passionate trader. david: one of the fun things about all this, you can build your own motif. go into the site. build your own collection of goods. if somebody goes into that, and buys this i know you don't want to call it etf, whatever this is, motif. sandra: really not an etf. david: you get paid for, get paid a buck for each one that somebody else buys into. >> i, if you went on tonight, built a motif, call it the fox motif, put it out on the web, anyt