ndc as an open standards. we have a working group of a ton of different sectors of the economy, the industry including ota, gds is can anyone you can think of. and at the end of the day it's voluntary, like all of our -- all of our other standards. the tags on backpacks that were bad for maybe a year or so. we wrote a standard on fat. you know. it's not up to us. were not a revelatory body. we don't have the kind of power to require the markets to use this. it is our responsibly to try to help the airline industry standardize what is being done to make it cheaper to do them to make it easier to do, and to increase competition in this regard in the distribution space. >> the are two different ways to personalize under the system. one is to personalize the price, which you worry about. and the worries that i've seen i guess isn't that instead of being able to know that there are this many seats left and there's this much more, you would have more experience. the other way is the examples you land where you're go