 I think it's very interesting to see how while the representation of industries on the panel was so diverse, I mean at one end you had an FMCG guy and then at the other end you had somebody selling a 1.6 crore apartment. The way that they were using the same media which is whether it's a digital or a main line for different purposes was a very interesting insight for me and what is also interesting is that you know I mean like everybody has come to the conclusion that the formula is that there is no formula.