When nobody on Earth knew who the I was and I was doing wine I read Twitter 20 million hours a day to read every single person's point of view on wine. so think about that for a minute. nobody knows who I am I started a YouTube show and Twitter just comes out and I'm like Twitter and there was a site called Semis.com which Twitter bought and that became the technology that is Twitter search. So at first Twitter wasn't Bobo's desktop and you had no idea what everybody else was tweeting. you would just go down different streams, you'd follow people and then the search engine for tuner came out. It was profound. It changed my life and I was like wait a minute anything and I was like wine. enter and be like Twitter was all Silicon Valley So almost every comment was going to Wine Country this weekend. all the VCS right and then I was like wait a minute I could jump into this like hey fancy VC of that because now I'm learning that world if you need any VIP tours and then it led to Consumer insights. I was like what are people thinking about Merlot Merlot sideways came out everybody wanted Pinot Noir and Hayden Merlot So now that dictated my content I do that to this day to this day.