Mark, how much of a departure is this for Amazon's hardware strategy apart from the fire phone more than ten years ago? Amazon has really created gadgets and hardware that is cheap and allows you to buy more stuff from Amazon. Yeah, that's right. So to date, the focus has not been on making money on the hardware. It's not been on people really loving the hardware. It's been a focus on getting people to use Alexa, getting people to buy things through Amazon Prime. Getting people to subscribe to Prime in their video services and their music services and the like. Obviously the fire TV sticks. The Echo's the Echo shows and what have you. Now it's about both. They want to bring Alexa Plus to more people. They want to get people hooked on that prime subscription, $240 a year. But they also want to make more money on the hardware, have more premium hardware, and really make products that compete with the upper echelon of the consumer tech industry. And so Panos Panay was brought in about a year and a half. He was poached from Microsoft where he was the chief product officer. And at Microsoft, he was known for high end materials using new types of materials like what you would see on maybe car seats or in a car as laptop padding on the arm on the palm rests using lots of aluminum high end hinges, just very high quality materials and product development processes. Basically the type of stuff you were seeing from Apple for decades at this point and applying that to Microsoft's products, he's going to do the same thing at Amazon and he's going to start rolling out those new higher end products beginning at the tail end of this year.