they will sell at unnegotiatable,onmoving, 50% plus or minus gross margin on pretty much every product. melissa: what does this say for amazon? amazon was the big story yesterday. all of the people we mentioned in this segment are basically amazon foes. you have apple, you have walmart, you have target. they're all battling against amazon in one way or the other. plus does the fact they join forces and were so successful on black friday, what does it say of amazon? >> i think amazon is one of the great strengths of retail. everybody is is not apple wanted to compete toe-to-toe with amazon. amazon has own line of consumer electronics with the kindle which -- melissa: is anyone buying a kindle now, given 1.4 million ipads flying off the shelf at walmart at discount prices? is there i in reason to buy a kindle if you get an ipad so cheap? >> you're not as price sensitive and idealogically aligned to the apple ecosystem as some of us are, kindle is legitimate competitor. melissa: rob, what do you think? is this the death knell for kindle? >> you're talking to a guy that is die-hard kindle