I think literally we're only truly in the first baby-steps of super-high quality, interactive storytelling that is as powerful in our medium as the written word is in books, and pictures are in film. But I believe we can get there. Instead, as I look at, well, first of all I look at most of the reference, most of the people in our industry, very few are actually pursuing it with much vigor, so I'm not sure there's terribly many people who are as passionate about even trying to tackle this as I am in our industry. The few that exist, I suspect would have the same evaluation; I know SpectorWarren is with me on this particular journey. That's something we both feel very strongly about, we both try to do very much, but again, the tools that we use...its very easy to see that, say if you from 2D to 3D to 3D hardware, the net effect of it shows up in a screenshot. And right now, since we're in a technological industry where the technology's moving so quickly, just the power of those visuals makes such a compelling difference to, you know, how much it catches your eye, and therefore how much you to want to at least give it a try. That's an easy sell. If you contrast that to, Hey, by the way, the storytelling in our game is far more powerful, well, its like, how do you represent that in a soundbite or a screenshot? Much more difficult.