>> is that plastic? honestly, $29 seems like a lot of money. what do you think it costs them to manufacture? >> it is. but it's free if you bought an iphone 4. it looks like a piece of rubber, like a rubber band. and on the side, they have the little buttons so you can turn up or down the volume watt without taking off the case. some of the people who bought one of these, one guy told us he bought it not because he had reception problems, but just because the iphone itself is slippery. so people buy these anyway, but if you bought one, you get your money back. >> it's funny, i was downstairs below 30 rock, and there were people lined up at a display of iphones, so there is this sort of attraction that once people get into the whole apple world, no matter what, it's almost as if steve jobs knows, they're going to keep with it. it's -- a little -- i don't want to say cult like, but people love their apples. >> it is a little cult-like. i think you could definitely say that. and one thing that steve jobs made a point of in his speech today is that they do not think