like trying to figure out what -- wherwrong? >> this is really not what i was expecting. >> yeah, i mean so i think the obvious thing that rus could have tried -- >> what if they did just pop culture trivia? >> points that roll over, that accumulate on a leaderboard or profile. >> make it so you could still answer questions after you got out of the game. >> there was no shortage of ideas. there were brilliant people working at hq, but they could not get their work done. they could not execute because rus was not allowing them to. every time someone had an idea, no. >> rus was afraid of tampering with the formula. >> you know the dab, the dance move featuring a raised arm,