that, that number means it's about $4 peruser that they have to wring out. they're going to be doing that with a lot more aggressive personalized and social advertising and other things that pull off your data. so as people look and say what does this mean for me, if you want to invest in it, that's a stock question. as a user if you're signed up for the service, figure out whether you want to be a part of this increasing monization. >> chicago investors -- but the chicago investors are saying it is valued at a number -- a figure too high. the "chicago sun-times" says so many people have been hired to vouch for this ipo, there's no one left to disit. >> the question becomes how much is too much and moisture more as an vin evidenter you want to know what the growth rate is. walmart has huge growth in asia and south america. we kind of know where that company's knowing. we don't know the where facebook is going to go. in other words, where else can they go in terms of marketability and profitability. that's the question as an