phone the other day. we'll have a show together one day. >> i believe it. >> i believe it. it will probably be a game show where you'll ask the questions and i'll like beat people up who get them wrong. >> sowing division. that is what this is all about because my take is, is that fear drives people to the polls to go vote more so than people being angry. i think fear is a bigger motivator than anger. >> 100% right. most effective ads in a campaign, negative ads. the things that move humanity the most in big public movements, negative reaction to things unless you have an overriding exigency. one, you have a horrible thing that happens. god forbid. god forbid. but it's where people are forced to come together because you start seeing the big things as more important than what we're fighting about right now. the second is an overpowering messager with a message that beats what's out there right