 In a way, music today is a utility, it's a public utility. It's like electricity or like water. Everybody listens to music, everybody wants music. So we can't really act like music is a product in the same way because it has to become completely liquid. Any way on the web you can get music. The direct connection between the creator, the composer, the musician, the band and the consumer or the user as we call them now. That's the future because that's what the web allows us. My connection with the music is going to be embodied in my community around the music. The new friends are making because of the music and other media. My rating, my tagging, my keywords, what people call the folksonomy. Essentially connecting to folks and people around it. And basically I'll be able to use all of the stuff around the music as a social environment rather than taking a piece of plastic and only listen to that and it's only me. And I will make my selections of what to listen to based on what I see in my network. So the entire way of marketing, advertising is going to return to a place where what matters most is other people recommending. That's already the case, right? But the word of mouth will be the word of mouse as well. So that will be very powerful for direct marketing musicians and bands. Music like water is a term of course taken from David Bowie in a New York Times interview. But basically what music like water means is that we're all connected to music just like the house is connected to water. We don't need special permission. We can turn on the faucet, we can play. That's the way it should be for music. If we want higher definition, we want extra service, we want last night's release, we want last night, we pay extra just like at home, we pay extra for the pool. So let's say 10 years from now we're always on 24-7 high speed. So then I don't actually carry the music, I carry the playlist, the data. And even that I can connect somewhere else. Our consumption will be done through the network. And for now over the next five years because we don't always have the network we're going to save some of it like Spotify is allowing us to save 3,000 songs but not 3 million. So that we can listen on the airplane or so. But consumption is moving entirely to the cloud.