my father grew up in a newburgh poorhouse. his mother was -- she got a room with my father, and she cleaned the toilets. that was revealed. maybe that's why i'm a newburgh, coming from where i came from. i'm really trying to write books kids will devour and ask for another book to read. there are some kind of cool, this whole thing of sharing best practices is so key. incentive just won't do it. i don't know why. when i got thrust into the big job in advertising, i just wantt around to everyone of our offices at what you guys do the work? nobody -- i want to know. i don't care whether i invented it or someone else invented it. if it's a cool idea. there are some terrific models around the country. schools in washington, really cool. they require kids to read 20 books. i know it's a specialized thing that the kids have to literally read 20, and have to carry of the ground at all times. i know you can all do that, but sun prairie schools in wiscons wisconsin. they stop buying textbooks and use the money to buy children's trade bo