 You know, I'm guessing a lot of people who switch to that first smartphone, they maybe buy a better smartphone. I bet they are in shock when they realize how much that smartphone costs because you're looking at $1,200 to $1,500 sitting right there in the palm of your hand. But the phone companies have us so, I don't know, the wool pulled over our eyes and thinking, well, it's only $20 a month for this cell phone. And you think you're paying, well, that's the cost of the service. No, that's the cost of the phone plus the service.