>> shmoop is a yiddish word. my grandmother, which this -- i was very, very close to, i miss her very much, i lived with her, actually, while i was in film school, would say, you know, honey, you shmoop me my vodka gimlet and my chocolates. it means to move something forward a little bit. and many of the educational efforts have failed because people tried change the world overnight rather than -- >> let him get to his -- i know where you're going, rather than just shmoop it forward. >> rather than move something forward a little bit, that's actually attainable, if you're some heavy, out-of-shape guy, running a big mar tonight next day doesn't help you, it kills you, so we thought the address, what silicon valley taken for education, revolutionary things painted teachers as the enemy, a friend, the wrong way to go. >> what is always the resistance for kids learning the classics, like catcher in the wry, once they start reading that, they are hooked, i think, then that's an exception probably. >> the smart kids th