One thing we've seen certainly on the, from where we sit, is a maturing of the game industry press and criticism and critical community. I think- one thing I always marvel at though is how, you know, you flip through a weekend newspaper and there's an entire section about books. I mean, I love books, I read a lot of books, I don't read (Ayn Rand's books?) I read a lot of other books. But we, we, we're still, for some reason, in these tiny little columns. R: They should keep the section on books, the section on movies, (G: Yeah, make the games section) and add a games section. That's (G: You know what they want?) because I think they would find there's an appetite for it. G: They want the hip new kids to read the newspaper, well, I guess we read it on the Kindle now. But uh, that's one of the interesting things, is I think that the language is starting to get there, and I think that we're seeing, you know, we could right now be talking to folks that our those huge influencers and people, the leading lights that actually get us over the hump, and I think that's actually, a lot of the folks of the press now are at that level.