The dot brands. play this out. what do you get bringing in an american? he's from mississippi so there's that added element but this was a guy who was not in the chain of command to take over. so we know this was for a lot of other reasons. >> i think you're exactly right. bp, british petroleum, c.e.o., king, king george. okay? this is the problem. bp from the beginning chose a strategy which you see in their advertising, very well-developed. which is to localize the image. we're from the gulf, we're taking -- we take this seriously because we live here. we have to do it. and yet their front m...