is not holding the button, you don't deal with what we call commercial overshootage or premature playage skills done. those are normalities people suffer from all over america. it's a big problem in every househo household. this solves it. >> you have partnerships with content providers, don't they hate you? not at all, remember, what we do with tivo bolt, a unified entertainment system. so many people are abandoning free over the air television and cable channels. why? because nay don't like commercial breaks. so what this does is give people control to stay with the traditional tv. we know with dvr behavior people still watch a lot of commercials, even though they have the aiblt to fast forward. we know even with this, they'll still get a lot of kmerls coming through. that's a whole lot better way in terms of holding people to traditional tv than abandoning it all together for streaming services that have no ads at all. >> when i watch the ads, it's when i forget to fast forward. >> that happens all the time. all the time. >> how do you think about apple tv? because that's how we think