>> especially not now, thing are happening quickly. >> it's hard and people are throwing around nickels like manhole covers. it's a different world. >> then you talk about creating an ecosystem which -- >> yes. >> i suppose in some way that hits the ego of your customer, if they're doing something with a group of people that are doing it, that make them feel better? >> yes, it's good for everybody. it gives the customer peace of mind because there's social proof. it's not just a company, it's a company and this company has retailers and developers and vars, and it has a conference, and it has ...