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To be smarter to partner with them. We put a lot of money into distribution systems, replenishment, poin tofsale through Business Analytics to determine what should be in our stores and we are not as good as you. I cannot have 10,000 planetariums but they can do some carrying. We invested a long time ago also the returns so again so to give the books back to use in another manner so there is no duplication for retailers so the one that has taken as the of far this is the use of data so there is a lot of arts in the business so it in that schaede retail environment you recognize that buyer immediately they have a passion it is not just batteries and tore the paper they like box so views they analytics fight the battle within their own organization why we want them located so it selfserving helps us keep the space within the retailers but also act as a good steward of the product. We will move on to the second part what is the m ....