There's - There's no question that, uh, generations move through different media and adopt them. I'm thinking back to my childhood, when the choices were television and reading. So, if you're a concerned parent, you know, how do I get my kid to watch less television, and almost everything on television was viewed negatively by a parent, and then, how do I get them to do more reading? And, then, television when through a reform because of the development of programming that did have value, like "Sesame Street," and of course, once you get to a point where, uh, you can do movies on videotape or disk or On-Demand, I can curate films that I want my children to see, like "Schindler's List" and "To Kill A Mockingbird." I mean, you know, so, that's great, but it took a while for that to develop, and of course, then, you get into a new medium, like games, and it's still viewed as a social ill by a lot of the parents and academics who don't really understand it and don't appreciate wha - how the - the - how - how your brain is operating, uh, in the - the amount of engagement and the benefit of interaction, but that interaction can be applied to, uh, le - learning how to launch Angry Birds, which has no educational value, which has no applicability in the real world. It's not simulating anything that you need to know about in the real world, like flying an airplane or how to behave around people. So, there just need to be more choices. So, we - we've got to go through the same, kind of, reform movement with gaming content because now, it is in the mainstream, and so, for kids and for parents, it's not a battle between television and reading; it's a battle between playing games that have no value, on your mobile device, or playing games that do have value, on your mobile device.
