. >> the cost keeps going up m for up mcta, especially sports programming. when do we see that driver exceed the ability of people to pay for it? but that is the billion dollar question. i would say -- >> that is the billion dollar question. i would say different leaders have different views about when that is. the one thing you cannot argue -- by the way -- i do not think you necessarily have to make anyone a villain to have the conversation factually. but if you just took sports or other programming costs and to look at their rise over time and the rise in the subscription revenue growth over time and you would see this happening. i see this happening for the foreseeable future. may be that and the operator has very little choice. they have to pass on to consumers who are still recovering from the recession. is there a point at which they say, i can handle it anymore? the whole model has a problem. i can control that the nfl has the power to demand a 73% increase, which i find astonishingly insane. >> right. >> i can believe that alex rodriguez makes $250