the sgi's and the word stars and that sort of thing. >> the playbook is completely unchanged isn't fair. again, think about it. if your sales force, you want people to be on force.com or should the ecosystem, how much should i spend putting myself on force.com as opposed to somebody else? so there is still that issue. i would say with that the various entry and exit are lower which means the casm decision is less gut wrenching and people can test the waters easily. >> this seems this is a book about marketing and the objective is to prove that you are the one in an area that is so important they should all change their behavior and get you to this new environment. and that would mean both having the technical chops and the know how and creating a certain space that other things will happen. how do you do that? particularly when something is different. there used to be sort of four or five contenders to be the one, now there is 20 or 30. >> you have to start companies. >> it is. well, so if you look at the ones that are successful, by the way, the market ultimately sustained 50, 60% grow