in. >>guest: true. i will dial from a 10 to a 9. >>neil: 9 will still attract people. >>guest: i will dial back to 9, because of 9-9-9 and $9 million man. >>neil: what came up with 9-9-9. now you got the $99.99 event. who came up with you? >>guest: me and my senior economic adviser. this is a true story. rich, from cleveland, lowrie, not the guy with the publication, we have been working on this and we worked on the plan and he was doing the analysis explaining it and because my background is mathematics i could understand it. so when i understood it, rich came and said, the number we need to basically replace those five taxes that is the revenue neutral in terms of getting the same amount of revenue is 8.75,