 it's always a challenge when a company has a culture that is focused purely on shareholder return and you know the classic quote from Milton Friedman that a company's only reason reason death is to deliver a shareholder return and that has been condemned, proven wrong and has been shown to actually impact negatively impact companies. So companies today that are seen to go beyond an ROI and actually have an SROI such as social return on investment are seen to be more valuable. We