You know, it's very interesting that when you try to combine education and the fun factor of game-play that the industries had such a hard time doing this, and I think it's because there hasn't been the right kind of collaboration between those two camps. Generally, the game industry is a bunch of young men that want to make games they want to play, and certainly - in my first few decades in the game industry, starting in childhood - that's what I did, and that's where brands like EA SPORTS came from. I made those games because I wanted to play those games. Well, then, you have the academic side that really knows about learning, but you know, they're not entertainment professionals. They don't realize that today's consumer has millions of ways to have fun, and they're all just one tap away, and people are going to switch off if something isn't completely enthralling. So, it's a brutal, brutal entertainment industry out there, where everyone's fighting to get attention and fighting to hold onto the engage - engagement with their customer. Really, really high bar, in terms of standards and entertainment production, but again, if the people that understand that are only focused on what they want to play for their own reason - So, the game industry's now, it's aged enough that many of us, like myself, we've been parents, and we've gotten to know kids, both boys and girls, and we're starting to care about the fact that, yeah, we don't want - we don't want all of the women of the world to think that games are - have no value, and we don't - we don't want all the teachers of the world to think that games are a social ilk. You know, when there's all this potential learning power, it's just that in order to unlock that learning power, you've got to basically follow three rules if you're going to make it work for everybody. First of all, the game-play must be the foundation because if the child is not engaged, you're done, and teachers are beginning to figure out that this is the right way to go because science has found that the most powerful form of motivation is when it's intrinsic and autonomous. That means it's my idea, coming from my own volition, for my own reasons, and who is it that feels that way ab - in terms of motivation? The gamer. It's in their game, and also, learning requires paying attention. Well, where are the kids giving their attention right now? To their mobile device. So, you really need to meet people where they're at. Start with that foundation of fun game-play, but that's not enough. You then have to have real curriculum that the government cares about because then the public will care about it, and then, you have to have a legitimate method of assessing whether or not learning is taking place and whether or not behavior and learning is going to transfer into the real world. So, that formula of three things, is what matters. So, that's what would have credibility with parents and teachers. And the funny things is - if you look at the history of the game industry - the first example that conformed with that, it appeared over 30 years ago. Typing tutors. You know, they're a fun, little game. You're shooting down spaceships by typing correctly, and it's measuring your typing speed and accuracy, and then, we went through 30 years where there wasn't another example that appeared that had those three ingredients. Wow. And, again, that's because I think there's this breakdown, where maybe tackling a subject like math was just hard enough that nobody wanted to really take it on, and the gamers wanted to make games that they wanted to play, and the academics didn't really know how to make it fun enough.