it out, spent a bunch of money, do an enhanced e-book, put all kinds of really cool stuff in it, and then we kept the price exactly the same as the unenhanced e book so you can have the enhanced one or the unenhanced one, and 7-to-1 people chose the unenhanced e-book; right? where's the logic of dumping an incredible sum of money into developing enhanced e-books. what we have to do is understand the consumer and what they want. you guys see it all the time in your stores; right? you understand what people want when they come in the stores. we have to have a way of understanding that and giving folks what they want. also, coming up with new and interesting things, and we have an author -- you know, our authors are incredibly creative people coming up with new and interesting stuff, which we're working with them with all the time, but as for, you know, are we going to, you know drk i don't know, are we going to start a data based company to try and develop new software delivering on a word-by-word basis on the back of the glasses to read a book faster, no, no. [laughter] >> thank you. >> okay. [laughter] >> so -- expwr my -- >> [inaudible] >>