for somebody to build a better mousetrap everyday, and the guinness folks let their brand get stale, and there is a new one out, and record setter is cool and hip and willing to target people doing crazy things, and this is a ono-brainer for them to use this company. it feels very modern to me, that company. well, with today s day and age with the mobile changes and the social media, new opportunities in every industry, and what they did was to look at it an old industry in a unique way from the ground, and they have created a compelling model. i mean, his comparison really struck me, right, we are the wikipedia to the guinness book of world records and the encyclopediabry tany encyclopedia britannica, and he had a cool idea with burning man, and then learned how to monetize it. how important is that?