Caly Bavor at Google makes a very good point here, apart from us in the space and the media who actually knows what VR is? The problem is the chicken or the egg, we need the tech but then we need the content, or is it the other way around. I don't know what the answer is but what i do know is we need to work it out together. It's great that the media companies and advertisers are exploring it, we all need to drive it and push the boundaries. We are doing that constantly here at Rush and can't wait to see how this all plays out