british quality content and the technology is enabling british businesses large and small, whether it's journalism or video or gaming, also e—commerce. we can be world leaders in all of these things and a world where 60% of the planet is online and the rest are coming. and i think the challenge in the publishing industry, as david rightly illustrated, is fear at the beginning or kind of thinking it's a joke. but actually the way publishers have embraced technology, that's why the future ofjournalism, i think i'm optimistic about and i think many of our panelists here today are. and claire atkinson from insider. what would you say to that? yeah, i mean, i had a look at he sun today to see what they were publishing for the american audience. and it is the usual mix of the kardashians in their underwear and a bunch of murder stories. so i would hope that brits coming to the us, to my home country, will come up with a broader range of topics that will excite audiences in the states. and david, just a brief last word. do you think british tabloid journalism translates for an american audience? i'm not sure it does if i'm honest. - i mean, it's a very. the us and the uk.