you said deep wiater, we're measured some would suggest you're anything but because they can't get their arms around the 31 times and you want to give it a 35 multiple. how would you respond? >> at the end of the day, higher multiple stocks are about sleeping well at night you look at coke and clorox and proctor and gamble those trade at 25 times next year's numbers and they don't grow they grow at 1, 2% but the case of apple, this could be a 10% grower for the next five years. you have to look at growth when it comes to valuation. and so i understand that the multiple is not as low as for example meta but it is if you look at i think the growth opportunity and most importantly, reliability investors pay up for that, when they can sleep well at night and that active install date is the definition of sleeping well at night. >> mike, two things here gene's valuing it. make it a staple and 31 times doesn't get your attention, maybe 35 times does >> i mean making it even at that number one of the more expensive consumer staple stocks as well i think at some point, i've never been one to say