better. >> don't get lazy. continue to innovate. >> if you cannot embrace that attitude, you shouldn't be in business. it is very similar. >> many especially not now where things are happening so quickly. >> it is very hard and people are, you know, throwing around nickels like manhole covers. it is a different world. >> you talk about creating an ecosystem which -- i suppose in some way that hits the ego of your customer if they are doing something with a group of people that are doing it, it makes them feel better. >> it is good for everybody. it gives the customer peace of mind because there's social proof. it is not just a company. it is a company and this company has retailers and developers and it has a conference and it has a forum. it has the user groups like apple does and harley does. >> don't use money to incentivize. >> there is a line of thought that, you know, everybody is for sale or at least for rent. and so -- the thinking is well,