he's from the same fraternity at sperlatch.ing is establishing a social network within a social network. why is that important? that's important because the average user of social shares, all right, doesn't really want their loudmouth uncle to tell their mom that they just listen to, you know, give me it but easy z. they want a certain amount of privacy and they want, you know, they want only elements within their own social network to be exposed to shares. and so what's important for that, for spotify, is that facebook, you know, facebook has built spotify's business, and now twitter issing a g aggregate businesses they built up on facebook. this is about diversion of traffic. >> but are there enough ears to go along. when we first talked about this story. this is kind of like music wars. but is there enough opportunity to go around for everybody that's already in the game? >> yeah, right. so, radio and the recording industry, together, is a roughly a $22 billion a year u.s. industry in aggregate, okay? that industry, we think