 Hey Gary, it's Jim, and I've got another question for you. Last week, Fiancé followed her first Instagram user, a gift to an unsuspecting fan that lasted for a few hours and led to thousands of new followers. And last month, Taylor Swift turned Christmas into Swiftmas with GIF's handpicked for her fans, personalized with a handwritten note, and some even hand-delivered by New York's newest ambassador. Are these flawless examples of the thank you economy, or are they simply one-time marketing ploys used to attract attention and sell more music?