at&t and verizon, providers of mobile service, they spend $35 per customer per year on advertising to you. and no market share is changing hands. they are just preventing industry by others. in india, the leading provider there, they are serving people who spend $15 per year total in revenue. so half of what companies here are spending on advertising. they do it by innovation. they do it by sharing towers, et cetera. if we could stop saying competition is a means on its own and focus on innovation and serving customers, that would help a lot. >> we talk a lot about with the 30 million jobs tour is those types of outcomes emerge from specific cultures. so when you look at the culture in austin, texas, or silicon val valley or pockets all over the