we have kevin and cara, incredible dynamic duo joining us tonight. your point about the sort of founder syndrome here i thought was really interesting. to me the reason that we stuck with the perlg thing is he is just so identified with the brand and it does feel to me there is a sense in which no one can tell mark no and that is shown by the fact that he keeps showing up in these things, which i don t find particularly compelling, and i wonder what this means that he remains so utterly central to this company. that s it. he is utterly central to the company. he is the controlling share hold early. he can t be fired. he makes all the calls. and therefore he puts himself in the commercials. i suppose sort of styling himself after steve jobs except not, obviously. steve jobs was a compelling and interesting and compassionate speaker. in this case, he is not good at it. that s one of the problems he