you're shaking your head because you think it was a dumb idea. >> and also breakfast -- >> no, burgers, right there. why would they do that because they wanted to publicize their burgers and david, you think it was brilliant. >> i think there are some campaigns that are stupid and some campaigns that are brilliant. i think the way they sparked conversation with they announced they were changing to ihob with a "b" and it sparked all those discussions is it breakfast, is it bacon, is it beyonce, people had so much fun with that and it sparked this national global conversation. and when it came out it was burgers, it picked up speed again. they saw a 400% increase in burger sales and a 31% increase in their stock sale. >> it didn't last to me because