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Over and over again, or through what we call paid growth meaning we reinvest the revenue from past customers into advertising, or retail store fronts or whatever is needed to get the new customers. and so that is the mechanics of sustainable growth. it has that feedback loop quality where customers themselves are providing the resources that allow us to get more customers. >> and it's great, because a lot of people spend a lot of time getting new customers when really they're growing because of their current customers. >> exactly. >> and so they're wasting money on these new people in some way...

Building things, building this now when we're a $50 million company this is the way it's going to work. and really we should be building it for now? >> oh, yeah. in the software business we have this problem all the time. we have this imagination that once we put the product out there millions of people are going to flock to it, the servers are going to crash so we've got to be ready to handle that. the truth is most of the time nobody wants the product so nothing crashes. so what we want to do is figure out when the problem happens, how will we know that it happened, how can we detect that we...