I saw an interesting ads last night. I t was just I was watching basketball game. I saw something for Taco Bells was saying that you can get their plac the PlayStation a new Playstation system before it even comes out on the market but through a contest so that's a way that people someone has it and now there's so much hypee on like your friend who has it based on you and not the rest of the Market's not available to them so it's like a coveted thing. Right, Absolutely and it's interesting that they picked a gaming console. So I think that's very relevant to what we're talking about definitely. That's what their target market is because whoever eats for that fast food is more like I guess teenagers and who plays games, Teen. Yeah it could be, Absolutely we need to understand all of that. We need to understand the consumer profile. W ho is our target market and we say who is our target market yes part of that is is what we're trying ...