And it's going to be a multi-platform environment as well which is that I think that the ... just the market dollar spends behind mainstream entertainment will still make it an attractive launching platform for not only the main content but also for a spinoff of a peripheral content that comes out of that in other ways but you know, in looking at content that's being created, if you look at you know, the YouTube stuff and eBaum's World and you know, the countless other websites. Google... what is Google's site called, Google video and you know, how many people have put ... I understand that Google's making money selling ad time. I understand that you know, that there's ad time and money being made by the distribution platform but for the individuals putting the content on there, how many of them have turned it into money.