when we were putting together the program, liz taylor, who is the "chicago tribune's" literary editor at large, was talking about it. said should a business writer do this interview? and she said, it's not a business book. it's a love story. and i think it's a little more complex than that. it is a business story, love story, it's a hate story, and it really is a story about mid-20th century americana and that is what kept me going in the five years it took research because it blends everything together and makes luke odd something we take to for granted came to be and the, whichs and people behind it. loved it as researcher because it did pull together so many things. as a former technology and business reporter, really if you think about it, paper cups, which ray kroc used to sell were high-tech when he was selling them 100 years on and so on and so on, and the other great thing was it made my come to chicago quite a lot, because it's such a distinctly chicago story and what a pleasure that was, even in the wintertime. >> host: so you were a tech reporter, written for "the new york