to the company because, of course, once you do that, you're really invested, you're really married to that apple lineup. >> so when you hear stats like one-quarter of all households plan on adding a device this year, doesn't surprise you? >> you know, i think it is pretty interesting. when you look at the factor that is skew that, it has more to do with whether you have kids in the household and whether you make $75,000 or more. that seems to tip the scales. age is not as much of a factor, nor is where you live, although the west coast has a little bit of a silicon valley slant to it. so they do seem to have total ubiquity. opening apple stores inside targets will be important to reach a different demographic. but real technology aficionados will remind us that sony had comparable numbers when you looked at boom boxes, walkmans and televisions. >> if it's not age necessarily nor income that's separating