weeks. >> so you do not think brilliant marketing ploy, you think massi massive screw up? >> i think it's somewhere in between. they did their best to ride this wave. they were no ads behind this. they did a little bit to goose it in social media but the credit belongs to black twitter, the really active engaged community, people of color on twitter who really made this a cultural conversation. they're a huge cultural driver when it can comes to social justice, memes, i think they deserve the credit for making this such a huge thing and the chain did their best. >> i will use the phrase manufacture scarcity whatever i can. it will be the excuse not to attend the countless parties i've invited to all the time. that's why i'm never at parties because i'm intentionally not going to all the parties i'm invited to. david, you think there's some