in fact, i begin the book with the story of a visit that mel carr is on who was then running viacom, cba, mtv, simon & schuster, etc. and how he came here, and he met with eric and larry and certificate day -- sergei, and he thought he'd do some kind of deal, maybe even acquire you guys. this was before you were public. he had no idea what kind of revenues or growth potentials you had. and so he explained the business at one point as eric described to me, he tried to sell a super bowl ad to google which was going for $2 million for a 30-second spot at the time. it's now $3 million, by the way. of course, they were appalled by spending that kind of money, and you don't have any idea, you don't know who's watching the ad, who's buying your product, but they let mel speak. and then they describe the google business, how you actually -- there wasn't waste, you could tell who was clicking, you know, who was buying, and it was much more intelligent. and then mel said, wait a second, this is very -- we don't want that kind of efficiency. we want to get people all caught up in the sizzle of