 And there is an company I know of that isn't looking on how they can mine some of this data and be more proactive. You know, I called it a couple of years ago this data mining renaissance. And really for me what it's about is that the tools for collecting, storing, analyzing and processing intelligence or information out of that data. You know, there's a whole open source world of software that can get you the same caliber or the same type of thing that just a few years ago would have been a multi-million dollar software and hardware expenditure. And also that whole data mining business intelligence was this fenced out, you know, in the corner, deep organization, almost like the CIA within companies. Right, and now you look at, for example, what we saw from the, I think it was Zane Adams from Microsoft and the Microsoft Data Marketplace where he's saying, I want to make access to publicly available data mart packages as easy as going into the grocery store and buying a six pack of soda. And so what they've done is, and you know, we also hear about Amazon making these data sets generally available, of course the US government has oodles of data that they're making available. So I think the interesting thing that we're gonna see is people who are taking some of this data that is readily available or that is available for relatively low amount of money and really creating something that's valuable for consumers, for businesses, for governments, where there's value that people are going to start paying for it. So it might be free data and the tools and the things to put this analysis together might be low cost, but the human effort and the intelligence required to make that valuable I think is going to be a big opportunity for people. What do you think the biggest thing that you've seen for this data revolution? I mean, is there like a tipping point in your mind where you say, yeah, I mean, I know you've had a good vision you're an insider, so you see some things early as all we all do. But is there one thing that caught you by surprise you saying, that is killer, this is a done deal, this is out of the bottle. Yeah, that's a great question. I don't know if there's one thing. I mean, you're sort of saying like, why is it so hot right now? Why is big data so hot? And why wasn't it so hot three or four years ago? And when I ask myself that question, I think one thing is we're using more of the internet so every click on the internet is trackable so the more we get involved with e-commerce on the internet or whatever we do to the travel, all those percentages of business conducted on the internet is increasing. And that leads to clicks and click streams and measurable data that we can take action on. Mobile phones, I mean, everything that you do on your mobile phone is essentially can be tracked or clicked or recorded. So I think just the prevalence of internet activity from a business perspective is one big thing. And then I think you couple that with the low cost hardware, the ability to do things like Hadoop and open source, distributed analytics platform. So to me, those are the two big things, both the fact that we have all this traffic and then the fact that we can have the tools and the software to make some sense of it.