and own the ip to the content that you put on it? well, i think we realised that the companies that were licensing to us were going to bring them back and put them on their own platform. so we saw that coming. and i think they saw that early on, ted and reed, when they started in the series business. and then as we started to grow, the recognition that film is a global storytelling medium... it's one of the great things that travels around the world, and we see each other culturally in these stories, and we can actually expand the audience. so for us, it was really important to be there and get into it competitively so that we can continue to grow the business so that the audience out there can have the ability, not only to see the crown, but to see the power of the dog and feel like they're getting entertained in the best ways possible. you mentioned earlier on some of the directors and other stars that you've attracted, but back then how seriously was netflix taken by major film directors and actors when you first started? you know what, it was funny. i've been lucky enough to be in this business for a while, and so i thought, "oh, i have a big job now. i'm the head of a new studio "and let me call everyone." and a lot of people go, "no."