Decade, at least in the developed world, we more or less achieved that objective. and then, you know, we said, oh, what next? so that's when i said, okay, we of got to go back and have a sense of purpose and mission as a company, because in order for us -- we can't be looking with envy to what the competitor is doing for inspiration. we have to truly say what is it that microsoft can uniquely contribute in a competitive marketplace? and so i went all the way back to the first product of the company, which was paul and bill creating the basic printer for the altier. and right there is who we ar...