it's basically what linda thaler, the advertising called ubiquity is the new exclusivity. >> ubiquity is the new exclusivity. >> one more question from the audience. >> can we pick up something about business. >> i was going to punctuate is with the audience but go ahead. >> we've mostly talked about consumer interactions with business but business-to-business interactions are taking off and they can even be more automatic, you can do automatic entry, automatic fulfillment so we haven't seen anything et when the massive amount of business that will be conducted over that. business-to-business will swamp the internet in terms of users. >> users will not even be people, it will be machine to machine. >> what do you mean, explain? >> i mean machines talking to machines, i mean a coke machine telling the server that it needs to be refilled. that's a common application today. we've already seen smart parking meters that interact with a central service so machines exchanging information with each other, automotive engineering will be revolutionized by machine-to-machine communications where