 I mean, like, go back five years ago, or you said, you know, ten years ago, there wasn't this user data, it was mostly call center driven, monolithic environments, and you know, we're hearing from, you know, all the companies, EMC, we're here in London, you know, the world's changing, and, you know, Michael Capellos, who worked at MCI, who worked at Compaq, I mean, these guys are like, you know, passionate about this new change, and with mobility, everyone's connected, I mean, I was just checking in with Facebook places, giving a little digital trail, digital footprint, so it's not the call centers anymore. So, I mean, when did you realize that, hey, this new data sets are emerging, that just change everything to your advantage? I mean, as an entrepreneur, you got to go, your eyes pop open, did you have that moment? Yeah, I think that moment was watching my kids grow up, and watching their behavior patterns, and what they were doing, and their utilization of SMS messages, and text messages, and gaming systems, and the Facebooks, and MySpaces, and social networks of the world. I came to the conclusion that said, guess what? This generation is generating more data than ever before, and the tracking of that data has become more critical than ever. You know, you walk in the store, they count how many people walk in, how many footsteps you do. So everybody wants to store every element of everything you do every day from the time you wake up, how many coffee cups you drink going to Starbucks every day, and whether you get a grande or a tall, whether you get a Americano or a cappuccino, they're counting all that. The question is whether, what they do with it. Do they just count it to do statistical analytics around how much of something happens, or did they really look at it to try to improve your life? Because at the end of the day, you have 24 hours in a day, you have to sleep sometime. We are addicted to the fact that we can get more done with less, and we can communicate better with more, right? But at the end of the day, if we can get to a point where we don't have to do certain things that are repetitive because you know we're gonna do them anyhow, then it makes our life even better. It gives us more hours in a day to do more freedom work and relax more. So as human beings, if you look at our just behavior patterns as humans, we are trying to buy more time in everything we do, and our younger generation is doing it even more than us, right? Yeah, throwing off a ton of data. Yeah, tons of data, tons and tons. And it's new data. It's never been measured before. Never been measured, never been analyzed, never been connected, and never been studied to understand what's the next generation. Well, that's good. That's good, good. Make me bring up a question. So whenever there's a paradigm shift, whether it's the web to now mobility, fully gestural data, connected data, it's an old way and a new way. And the old way ends up becoming either retired or kind of hanging around, but it usually goes away. The new way takes over. So what is that new way? What's the old way and what's the new way? So that's a good point. So we're the old way right now, right? Our generation. We have a behavior pattern that might be you wake up in the morning, you read a paper, you go down and get a coffee cup, you make a few phone calls, you go to the office, do your work, you grab lunch, you do more work, you have a few meetings, you go home, you have dinner. That's that's our way. Watch TV, watch TV, watch a few games, a few emails, read a book, right? Yeah, that's our behavior pattern. Every generation has their behavior patterns, right? You go study the 10 years earlier before us or are after us, it's different. You study the kids that are five years old growing up, it's going to be different. If we don't tie all these patterns together using the data, we will never understand how to benefit from consumers, from customers, or even make everybody's life better. We will never understand it. We'll have a lot of silos of behavior patterns based on generations of humans like we have in data. We have a lot of silos of data, a lot of data, and a lot of silos not connected together. Behavior is the same way. No different. So as an entrepreneur for other entrepreneurs out there who are going to watch this, what advice would you give them? Because you know, entrepreneurs are always seizing on opportunities. You're on one now, it's big data, you're delivering a lot of value there. What do you give entrepreneurs, whether they're CS majors or, you know, 17 year old kids? Think out of the box. There's no limits. Absolutely not a limit at all. As soon as you say I can't, then you're finished. You're really finished. John Furrier with SiliconANGLE.com with Mark Pachele. We're in London, England on a global tour. He's a global entrepreneur living in New York in California, Milan, five time entrepreneur. Congratulations. Looking forward to