 who were like, I don't want a glass-faced phone. I don't want a phone that has all the computer stuff on it. And he said, I know, basically, I'm paraphrasing him, I know what people want better than they do. And he was right. It's the most successful product launch probably in the history of any of our lives, but it tested awful. Seinfeld tested awful. Probably the most successful television show of our lives. It was a show about nothing. You could think that people might not be that into nothing until they experience nothing.