. >> that's exactly right, tyler but you can't go too far people learn from jim burke embracing the criticsry successful recovery at johnson & johnson with tylenol and bob eckard at mattel when they had lead paint. but in india after the horrible gas breach, he went over and said i'm the one responsible for this, i'm the ceo. so they put him in prison and eventually he came back to the united states but he was a fugitive from justice the rest of his life. they were forever trying to extradite him back to india. >> let's talk about johnson & johnson's -- >> don't confess to things you didn't do. >> no, exactly, you have to be careful, but there are things you can say to the consumer it seems to me to position the story so that in the case of peloton, you see those videos of a child being pulled under and those pictures are worth millions of words of defense let's talk a little about j&j in the time we have left, jeff. j&j is really at the mercy of the science here there's not much they can do or say. >> it's an interesting thing with johnson & johnson this was a call by an advisory committee