And I say that just on a hunch. The disk drive, in some sense, is the cheapest piece of the machine. So to pull it out to save money is questionable, but if you do that, you should certainly make it so that you can plug one back in. You said that advertising needs to change or will change from the banner model that we're seeing now. For me, the most effective advertising model comes more from direct mail than from billboards.
Direct mail is interesting.
Historically, we have called it junk mail. But if done right, it might be the mail we actually cherish the most. There's a bit of a contradiction, because in order to do that you have to release a lot of information about yourself, and normally you don't want to do that. So you need, perhaps, an intermediary that acts a little bit like a Swiss bank to store that information. But let's presume you had a method of taking very personal information about me and mapping it against products, services, sales opportunities, airplane seats, travel.