you have jared foag el salvador or tiger woods a lot of advertisers dropped tiger. these are no different celebrities, they're just kind of self made celebrities that didn't come up through the typical rang and chain of growth so they're extra risky. it's almost like the kardashian effect. we know that she got famous by way of a well viewed tape and nothing else other than a prominent name. an example of the kardashians they're really good at what they do. they used some weird ways to become famous , but they are incredibly good celebrity endorsers, brands like working with them. they've gotten such a make their own brands. she's got her own line of this, own line of that. that's the way to make most money. she's got over a hundred thousand followers on instagram. there was that sweatshirt that came out from h and m. we have the shirt that came out, the african-american shirt that says coolest mung key in the jungle. these brands say when they want to appeal to millenials, they want to be edgy , is there really a good response to that? do millenials respond to the i