you know, i wodn't call it muscling. i think that's pejorative. i'm considering it like any good business was. it's been surprising to me that, because, i wand to make a change in how i interact with internet reporting that there's been such a big response to it. the media is changing so quickly. people are basically saying, mark, you ought to keep things the way it's always been during this internet, during the last 15 years of the internet generation. when in reality, so much has changed, it's literally crazy not to adapt what's happening in the internet and media landscape. it's not that i'm trying to control. it's not that i'm trying to kick people out or muscle them out, what i'm trying to do is figure out the best model for communicating with our consumers, our fans, our customers, our prospects like any good business would. >> i'm sure other teams will be watching your are example as