The big problem with traditional media is you create content and get back money, but you don’t have any relationship with the consumer that gives you back knowledge or data to get better over time. We like to be in places where the model is to have ideas and be able to test those ideas with real audiences. It’s both an art and science — you learn and get better. That means thinking of media as a service and not just a product. Tech companies tend to think of themselves as retailers where they know what is the customer doing. Traditional media company think themselves wholesalers. They will essentially sell into any window — whoever pays them the most. A retailer wants to understand the customer and wants understand their experience.