murdoch, thatmurdoch, that reputation is a vital commercial asset which needs actively to be managed in any business? >> yes, i think that's what keeps the public relations business going. >> did you -- did your business register the risk of a compound commercial disaster of these proportions? >> could you ask that again. >> did you business register the risk of a compound commercial disaster of these proportions? >> no, it was a decision taken very quickly by my son. >> so you -- >> i think mrs. brooks was still there. and myself. it was done like that. >> i think you misunderstood the question. i'm not looking now at the decision you took, i think on the 7th of july. >> didn't we sit down and write out the costs in how many millions? no. >> i'm looking at a much earlier stage, whether your business, as a matter of business practice, registered the risk of compounds commercial disaster of these proportions. so going back to 2005 or 2000 or even 1995, did you think about these -- >> 1995? >> yes. >> what for? >> we're talking about the risk of this sort of reputation of ka tras troph