personality. roland, what do you make of it? if you look at several different things, there s no doubt that keith olberman had a dramatic impact on the branding of msnbc, but also changing the financial fortunes of the network, as well. so he was the face of the network. look at what they were able to do over the past year. remember he was out for an extended period of time. his father had been ill, passed away. lawrence o donnell filled in for him and when you look at the ratings, held those numbers very strongly. they put o donnell in at 10:00 so pretty much they set themselves up perfectly to have, in essence, a bench. so when they were ready to make this move, schultz was already on the network at 6:00, going to 10:00. so what we have to understand is we re shocked by this. but guess what? networks go on. shows go on. the news goes on. the players simply change. ali, his show was a ratings