themselves decide it s in iran s security interest not to acquire a bomb to go down a non-nuclear road and to reengage with the west. this reengagement with the west also opens iran up to greater western influence and this could have a beneficial impact on its other behaviors that we continue to disagree with. joe, sobering, thank you very much. appreciate the conversation. thank you alex. ahead, how swedish furniture retailer ikea is taking over the world. the ultra-personalized research tactics the store employs including home studies. that s next.