could create a multiple on those subscriptions, they think it is very sticky. that is been the view. and they ve been pushing companies in that direction. i think all of a sudden it is like a pendulum, this is like everything, the whipsaw back and people are saying, you know what, maybes sub aren t the answer, maybe advertising is the answer. but i hate to say it but i think they go in cycles and we re about to move back to the advertising cycle. and finally, controversial for the morning joe audience i m sure, donnie deutsche, ron desantis. yeah, big brand up. he scares me. i talked about this last week. but make no mistake. ron desantis is running for president. everybody is talking about donald trump, donald trump, donald trump. desantis is trumpism within trump. he s a digestible concept and to me le run against trump with the simple formula trump lost and we can t have another loss and desantis is really galvanizing power around him.