i don't want to make them sound like lex luther but they are -- public relations, they understand what they're doing. there is a recruiting aspect to posting these video. as you pointed out, look, they've been doing this, beheading and committing horrible savage atrocities throughout their campaign, since they've been taking territory in syria, now they've marched through iraq. what is new, obviously, it's a u.s. citizen, it takes it outside the borders. the reaction internally in iraq is, well, yeah, this is what they do. we're shocked by it, but we have to remember, also, we've been dealing with this before. obviously daniel pearl, nicholas berg. and whether we're talking about al qaeda or whether we're talking about isis, the mentality is the same. we tend to always want to divide and make each of these their own separate story but they're not. we're talking about extremists, jihadists. we can't process here in the west. we don't understand necessarily the level of brutality that we're dealing with. and the lack of value that they place on life. >> appreciate both of your perspectiv