this is about how do you persuade and bring people and personality has a lot to do with that. we've been watching in my office, what happens in social media. what kind of conversation is going on. and yesterday we noticed in that, in that brief window, that the negative comments online increased double-fold on rick santorum. debates around what you just saw him do. so it's two things. number one, it's the substance, and number two, it's how do you handle it. he would have been lot better off saying, look, i think you and i just disagree and let me tell you what i agree, rather than the patronizing, picking on her when she tried to challenge hi him. and when you look at the kind of conversations going on. in iowa, it's parallel to what you found in the polling and it's kind of an interesting validation, when you see the movement go forward and come up and down, and where in the