i mean, this idea that there would be even an alert for digital consumption. that's what you're talking about. >> exactly. and some people won't want any of them. and some people will. >> how do you negotiate the business decision and also the ethical obligation? >> give the tools to the people who want them. yes, maybe they're going to spend less time, but maybe these people are going to be healthy and live longer so they'll buy more devices for an extra ten years. until we have these controls, there are things we can do as an individual. would you put a bottle of alcohol next to your kid's bed? >> no, no, i wouldn't. i wouldn't tony. >> if you leave them with devices all night long in their bedroom, isn't that almost the same? >> but the difference is, as we didn't realize that our smartphone was the equivalent of a bottle of alcohol. >> correct. but there are simple things we can do. don't allow screens at the table when you're eating. >> it is too late to put the genie back this the bottle? >> no, it's never too late.