and also, how can we look at other industries and what has happened in the microfinance world?talked earlier about co-pays, but if you look at, for instance, the music industry, one of the ways that apple turned that on its head was, you could buy a song for 99 cents. well, everybody said, jeez, i can sell an album for $20 or $15, why would i want 99 cents? the way they made it so easy for people to grab the music, and have we looked at other industries and the way microfinance is used and being used in other parts of the world, not in the u.s., and bring that to bear on healthcare, what if it meant that a provider just got very many, many small payments, maybe not out of the insurance industry, but directly from patients? i'd be willing to pay, right? but we don't have the financial structures in place at all in the u.s. or barely. so we have square that's moved in, and that's the beginnings. but how can we look at, again, some of the other things that are happening in other industries that might help move us along? >> you've just thrown out several important challenges for al