jon schwartz of "usa today." you have this cool product and let me say to the viewer, love it. >> glad hear it. >> and you decide, i need other people on get involved in it. why? why go to developers? >> i think the first thing as we heard from mr. ballmer you need a platform for developers to develop on, right. >> you need to be a little bit sweatier when you say that. >> jump around some. so the first thing we need to understand is that we're a platform. i think what consumers see is a really cool gadget but the magic of that gadget is it's actually connecting through the internet, through a platform and that's where the magic happens. that's where we can do nifty things like geotagging. what we realized as the a small start-up company we have do things that matter most. from vertical markets, specialists all kinds of neat ideas that -- >> we wish you would. >> we wish you would and that list was getting longer and longer. but some of it is great ideas that we need to empower somebody else to go and develop for