and it's going to be interesting to see if those move numbers because in normal campaigns ads move numbers. the biggest thing that might have happened this whole week in charlotte, was the decision of rahm emanuel to leave the president's campaign as one of the cochairs and to start to raise money for the super pac, the president's super pac. if rahm can raise money the way he has since the early '90s for the super pac that cash advantage could be neutralized. >> they don't work de together d. >> we had a report, we know somebody that runs a -- yeah, i won't say the industry, rahm emanuel walked in last week, and said -- shook hands and said i need $15 million. >> i got to try that. >> and you know what, that's how rahm emanuel works. so we'll see. but let's talk really quickly about these 30-second ads again. because mitt romney had a horrible month in july. you had todd akin, perhaps july and august, and all these bad things helping.