listen, usually,, you know and it is a sad time for people like you and me, who are obsessed with ads, because, listen, we talk about ads, we think ads matter, but we think ads matter at the margin. you and john have just had a whole discussion about donald trump s recent comments. and that s about not things mattering at the margin. that s about things mattering in a massive, massive way. so, it suggests a little bit of restrategizing, if that s a word by trump nerms of what states he s looking at, but all of that is just going to get washed away, sorry to use that analogy now with the news that just broke here in this last hour, hour and a half, that you were discussing. so, ken, one of the things you re always focused on and one of the things you ve sort of taught me is we re all obsessed with polls, but forget about the content of ads. if we watch the pattern of spending and where ads are being placed and where they re being pulled, it tells you a lot in some cases more about t