 And what the marketing department at eBay told the executive suite at eBay was we're really effective at driving sales because lots and lots of people who click on our ad proceed to buy something on eBay. And what Ted Ellis and his colleagues did as an experiment was they said, you know, a lot of people who click on the ad, they were searching for eBay. They were intending to buy something on eBay. They just wanted to find the web address so they could click on it.