 educational entertainment enterprise you know talk radio so i i get it i'm not naive to that we'll go into it a little later in the show the overuse of the term you know bombshell and all this stuff i i get it i understand engagement farming and this stuff grabbing people's attention is a business we really sincerely i mean this do try to minimize that but i'm not going to tell you we're not guilty of it too and we feel like we've got a really important story why the t up like that