it was satire. tell us why you decided to go in this direction. >> we had been receiving significant amount of criticism for several of the back pages and calling attention to the lack of debate and true resolution or solutions to the issue that we're facing. we thought, well, okay, we have tried hitting people over the head with this. we have tried being as blunt as we can. some people don't want to talk about it. why don't we just give them what they want? >> which is puppies and -- >> puppies and everything is awesome. it ties in awesome to if you saw the lego movie. it has to be something that people are already fired up about. that isn't 100% the case. that goes a long way. a great image has illustrated by