well my thoughts had cristalized that we would have to change the direction of er, we communicating with them as we've done in the past, we couldn't just use adverts that we might have used regional in a regional press, we had to pick out the point, in the, in the actual article so that four example there were six or seven points that had clearly been made, statements that had been made, I had to devise a scheme then, er, it was only a scheme in my thinking that actually, I had to devise a scheme that would pick up each of these points encounter them, now there was no way I could simply take an advert out and say, they said this, we say that because that would have had no credibility, so what I was thinking at that time is how we might be able to use some other form of being able to counter those six or seven points and I started to come up with an idea perhaps using a third party, because in our business, third party recommendation are very, very powerful and when selling to the elderly because they do not take, I'm sorry, they take a long time to come to a decision, they mull over it and such like, they take a lot of influence from people, take advise from family, accountants, solicitors, bank managers and such like, so the idea of having a third party in a sense recommend then would have allowed us to get over those particular points, so that's what was germinating in my mind at the time