Nothing better than Starbucks to start my day.....I drink it to feel good, to select my breakfast sometimes and to just be in control. I choose Starbucks because of the perfection.

What a great marketing plan! I've been a long time Starbucks customer and the "value add" is exactly why I remain loyal. I think this campaign will communicate that message and further elevate you in the coffee world.

I appreciate that Starbucks is looking at how to bring its values forward through its marketing.  The company has been a corporate responsibility leader and making this a more integrated part of its marketing message both differentiates Starbucks and helps engage more people in the issues.  Value is  always more than just price.

I've been an admirer of  Starbucks for a long time because of how the company treats its customers, employees, and vendors.  It's about time everyone knows the story!  

Who cares?  Just give me great tasting coffee on my daily trip to Starbucks, and occasionally give me a free one.  That's all that matters to me.

The ads are okay but should be more simplified. The ads as they are leave me feeling like starbucks is justifying a high price tag.  When in fact, it really is delicious coffee.   I would stay away from price comparisons and stick to a simple "Starbucks..  because compromise leaves a bad aftertaste" (leaving out the "or nothing").  Also the ad stating ".. when you pour your heart into it" leaves me with a bad image of body fluids in the cup.  I do love the ad ".. if it's not perfect, make sure you're in a starbucks".  it's a little wordy explaining that starbucks will fix it's error, but the ad works.  The email i received showed the ad with a long explanation of cheaper coffee vs the great taste of starbucks - If I were starbucks, I would stay FAR away from this ad - it leaves a person to believe that he can save money going elsewhere.     Just stick to a simple flavor and quality ad.   imho.

Fire your advertising agency.....seriously.   This all begs the question, why did you not do this sort of 'feedback session' BEFORE these ads were cemented in stone? The clear missing link here is that SBUX Corp. is not connected with their true fans...or at least the ad agency is not.  The first thing I think of when I see the 'Beware' ad is how pompous that comes off.  After reading my email, then watching the video, I waited to see the ads so I could soak up what they were trying to do here.  I completely thought you guys were going to speak to the American people about how you feel our pain and the ad campaign was to announce lower prices, and tell warm and fuzzy stories about how cool the people of SBUX are.  These ads are a waste of time and will just reinforce the elitist attitude that keep detractors   far away.  I don't want an ad telling me that spending the extra money is worth it for quality, it is kind of insulting.  Rather, create a "value menu" like your competition - hey - hate to say it, but if you can't beat them, join them on the ideas that do work.  Create a little menu of stuff that costs a dollar or two....maybe even stuff you already have, but highlight it so it is easily readable.  I eat on the run a lot, and have noticed even Quizno's, Subway, Jack n Box, ALL of them have stepped up since the recession hit and have created a value menu when they did not have one before.  It has become akin to websites...you look for certain buttons/features now on every site because it has become STANDARD.  SBUX is out of touch with reality on these ads.  You should have spent your money wisely by approaching your customers way before now for an opinion.  Just for background, my husband and I are rabid SBUX fans, we have our (now GOLD card) hooked up to do auto-reloads, and have spent thousand$ on SBUX fare in the past 5 years.  We have own business, and things are tight, just like everyone else.  I have recently taken kindly to the meal deal item in the a.m.'s - the drip coffee+breakfast sandwich.  Having that to offer is a step in the right direction, but keep things like that coming!  

Bottom line: tell the amazing stories about your customers, barristas, and coffee growers.  That would weave a much better visual than these current ads for people opposed or clueless to SBUX at the moment.  For those of us who are die-hard fans, throw us a bone, will ya?  Where is our reward (think AMEX rewards cards) for spending half our income on those dang coffees you got us addicted to????

I like the style. Kind of an old-world organic look. Love it.

As for the comment about it being 'prideful,' it's not. These ads are clearly a response to the crap marketing that McDonald's has been spewing out. And yes, I've *had* their mochas. Tastes like someone put Hershey's syrup in a cup of stale brewed coffee.

I just want more VEGAN TREATS on the menu!

My husband and I have been meeting for coffee at Starbucks for 13+ years. It is our place to sit, relax and enjoy a great cup of coffee.  We have three children and this was always a treat . . . like a date for us we love the memories of all the wonderful time spent at Starbucks sitting and talking and enjoying one anothers company. We look forward to many years of shooting the breeze at Starbucks. Our children are grown and join us for coffee on occasion as do our three dogs. We love Starbucks!

The ad campaign is clever however, no ad campaign will attract everyone but, a true coffee lover knows Starbucks is great coffee . . . And a good cup of coffee cannot be beat.

Love the ads! Starbucks is more than great coffee, I have always known that. It's the baristas that make it a place worth going to. I love both of my Starbucks and all the great people that start and end my day. It's a great feeling when someone remembers who you are and what you order. In this day and age where customer service is nonexistant, it is amazing! You'll NEVER get that at Dunkin Donuts!

Howard, Onward

My first year anniversary as a partner, Thanks to you-all /we stand for.

Educate the consumer- the  Bono red, green planet- all Starbucks - a blessing for so many. thanks from my self and my son. You have helped us so!

Instant person - just add Starbucks!

Starbucks - it completes me!

Warren Peace

I am serious about my coffee, and like the bold brews- jump start my heart!  Your atmosphere is just as great!  Will review ads in the am.

I haven't put a lot of thought into this but I did want to make a real quick comment on [1] of the signs I see above: BEWARE OF A CHEAPER CUP OF COFFEE. IT COMES WITH A PRICE. This is [1] sign and slogan that should be removed from your new ad campaign.

Not a big deal really... Starbucks is a huge company. There is no chance that one one small part of your new ad is going to be the downfall of the Starbucks Corporation. However, when a corp such as Starbucks is doing so well, why blemish even a small portion of a huge, expensive ad campaign?

This particular slogan brings to the immediate mind of the cutomer that Starbucks is an expensive cup of coffee. We are adults, we can admit it. I am a consistent Starbucks customer, having 1 to 3 cups of coffee at Starbucks DAILY. Starbucks is excellent coffee but I would be lying if I said my habit was cheap. The slogan made me think to myself, "Maybe I AM spending too much money at Starbucks. It's a great coffee but do I really NEED to sacrifice money for a cup of coffee?"

I do like these ads.... but I believe we could have an even more powerful and effective campaign if we told the story of community and our extraordinary relationship with the coffee farmers.  Television ads are where I see most of our competitors badmouth Starbucks.  I don't believe investing in newspaper ads is current and will attract the younger generation.  Just my thoughts.

This blog entry is now overwhelming with 217 entries and counting, and I am sure this one will get lost in the mix too.

I only want to say how dearly I loved the video. It is so real and genuine. Those partners picked for it really do have so much passion for Starbucks.  On another page of comments "hujamboj"  (a May 1st comment) said that of course the partners are going to act enthusiastic when they're sitting in front of their boss.

But the truth is, knowing those partners who have made me many Clovers, brewed coffee, and other drinks, they were being real and that's who they are. What a shame that such passion for Starbucks from baristas is somehow assumed to be disingenuous.

Oh and of course:

My signature line: When I order brewed coffee of the week, it's not joke. Please brew it. I don't want a french press. I don't want an Americano. I don't want to be told why I should have a different beverage/brew method. I just want my brewed coffee. Thank you so much!

I had a friend recently that asked me if I wanted to go to "4Bucks" which I said that it wasn't it true. We have "Latte Land", "Mildred's" and a bunch of other coffee houses, that are actually more expensive when you add a shot of espresso to their grand size that comes with only one shot. I guess I'd like to see something that says "We have feelings too! Is 4Bux really true, compared to the other guy? Tell us more". AND I'm not really sure we are more expensive than the "other guys". Have you done a thorough job of researching that? You might be surprised. That poster/ad is the only one I don't like

The other thing I want to say, is that I went to Latte Land (they have opened several in our area), and was appalled at the prices, the cleanliness of the store (gross)...they used canned whipped cream for my con panna, had one person working both register and coffee bar who didn't really greet me and took 10 minutes to make my drink, and kept apologizing. I use Starbucks to gauge all my retail experiences and really notice how obvious it is when people don't smile. This goes for other businesses as well....Another poster would be "Are you sure you'd get a smile with every coffee at the other coffee houses?"...(then of course, we'd have to be sure to smile).

I could go on and on about how Starbuck's standards far surpass other coffee houses. I'd take every issue one by one and make a campaign poster that addresses each remark we hear in the media, from snarky competitors, etc. I would just be sure we're clever enough to address it head on without being reactive. Here's what I think is unique about Starbucks (in general):

Timing shots

Watching expiration dates on coffee and pastries

30 minute old coffee

Free pairings

Coffee education with customers (when we have time)

Caring about the public

Cleanliness standards

Unwavering formulas for each drink (although not always consistent)

Free music

Being responsive to customer's input, and adapting in all ways to meet     public demand

Levels of employment growth

Insurance benefits

Employee education in all areas: coffee, world-wide philanthropy, coffee farming

Does it sound like I like Starbucks.  I was a partner and STILL say WE!

Smart, charming and delicious ads. Just like Starbucks.

I generally like the campaign a lot, but I don't get the "cheaper

comes with a price" concept. The best is the "remake it if it's not perfect"

idea. You've missed an opportunity to sell a variety of blends, and show another reason why you're different, by having Pike Place blend every day. I am a pure coffee drinker and the variety was fun and I'd guess, sold more packaged beans. I go to our local store in Texarkana, TX, EVERY day and I love the oatmeal and breakfast offerings.

Sell the value, not the the negative.  The first ad about cheap coffee turns me off.  You didn't tell the story or sell coffee...you are defending "price".

I like the new ads. I'm glad I got the gold card because I drink soo much of it and it does make a difference to have the card as far as the price goes.

Howard Schultz and the other owners, this is a continuing complaint I make nearly every time I enter a Starbucks store and order a bold coffee.  The server states,  "We do not serve bold coffee after the noon hour, but we have Pike's Place."  I reply, "I wanted Starbucks, not that Pike's Place crap."  My complaint is made by many customers I am told.  I realize that you are using the Starbucks name to push the Pike's Place crap and that goes directly against your advertising campaign you are launching about cheaper coffee.  You're selling it.   So when I go into Starbucks and it is the afternoon I can look forward to getting disappointed.  Put that in your campaign.            

Why spend money on an  Ad campaign instead of fixing the Gorilla in the room! Ignoring it will not fix it, the problem is not going away. Instead of paying all that money to the Ad company spend the money were its needed, on good coffee!

No amount of clever advertising is going to make Pikes Place coffee taste any better! When your losing customers to Folgers you know theres a problem an ad campaign wont fix.

Fantastc ads ! I look forward to following the campaign. Show how Starbucks is connected to things like Fair Trade and RED, to many that alone makes a huge difference.

Now that I've seen these ads I'm even less likely to go to Starbuck's.  I mean, heck I'm not the type of customer they want anyways.

I like Starbucks drinks but they are expensive.  I used to go a few times a week and now I go as a treat.  If you are trying to entice back customers like me, ones who are not coming on a daily basis, this campaign is not going to help.  I don't go to Starbuck's for an experience.  I go to get a coffee drink.

It basically tells me that there must be someting "wrong" with me because I will go get a less expensive cup of coffee.  Quite honestly, your Pike's Peak is awful (talk about aftertaste)  and yes, I'll go to McDonald's for a simple cup of coffee.  

BEWARE OF THE CHEAPER CUP OF COFFEE IT COMES WITH A PRICE!! TRUER WORDS HEVE NEVER BEEN SPOKEN, AND I DON'T CARE IF MY DRINK IS FIVE DOLLARS, IT'S PERFECT! I WOULD RATHER SKIP LUNCH THAN DO WITHOUT MY STARBUCKS!  

When do I go into a  Starbucks? When there is no other reliable coffee available. Why is it not my first choice given other options? Stale beans and a universal roasting style that leaves a burnt, bitter aftertaste, no matter what type of bean it is - roasting the unique flavors right out of the bean.  Don't like Pikes for the same reason,  and I'm disappointed that there aren't other options for quick grab n go cup o' drip anymore. "  But the bottom line is "garbage in garbage out".

Starbucks is the BEST!!!  This statement reflects my personal taste preference for your daily Iced, halfno water Americano.  No other brand can compare.  To connect with the global economy, may I suggest two simple measures:  1.  reduce the pricing structure by .25-.40 cents per cup across the board on ALL drinks until the economy turns around -- even the drip coffee; and 2. offer free wi fi for your customers, who will be encouraged to come in and stay a while.  The Company will sail!  Another suggestion:  please don't spend too much with this ad campaign.  Starbucks fans KNOW the coffee is better!   The loyal, "faithful"  Starbucks consumer has cut back primarily because of price.  If you have to advertise, presenting a POSITIVE, quality image will go much farther than  looking down on other brands (even if you do not name them).  You are marketing to a different sector than those who purchase their daily brew from MacDonalds and Dunkin' Donuts!   Reward your base, and you will be rewarded.   Lastly, go George -- as a shareholder, and a Starbucks consumer since 1985, I am thrilled you returned to an active role in the Company!!!!  

Here's my take on Starbucks' new Ad - Brand Champ and Chump - why? For the following reasons:

i) Consistency:

The Ad's remained consistent/in sync with the brand's already existing image - Premier Brewed Coffee - the last thing they want to do is send contradictory messages - even in economically plummeting times.

ii) "Witty Puns" in Tag lines:

The "Beware of Cheaper Cup of Coffee, it comes with a Price", "Starbucks or Nothing. Compromise leaves a really bad after taste" - just to mention a few - tag lines are witty attempts at re-affirming its position as the Coffee King, and taking a piss at other brands that offer " cheaper coffee" in a way that the target audience would remember.

Areas where i feel the Ad failed are as follows:

i) Marketing other Brand Unique Selling Propositions:

Starbucks is probably one of the only places, where you get free coffee refills, and free additions - such as syrups etc - once you have a registered card. In not to many words, if you buy a Venti Pike Place for $2.26 CAD, for the rest of that day you can go back to the store, present your empty cup, registered card, and get your re-fill for free - for as many times as your heart rate allows.

Customization - is another USP that Starbucks could have used to their advantage.

ii) Correct Brand Misconceptions in terms of the Price Matrix:

This would have been an excellent way to educate consumers on the actual cost of coffee. I mean, a cup of good coffee goes for $1.79 CAD. The beverages only get expensive the fancier they become.

So all in all, i feel it was a good ad, but they missed out key and vital opportunities to tell the "Starbucks Story"...

Great job on the new ads. All that enjoy Starbucks will relate.  I have to agree with one of the other post's that you should put more emphasis on the personal touch, My family and I have been going to Starbucks for over 10 years and the consistant manner in which we have been treated is what i think sells the "Starbucks Experience". My day heads south if I do not get my Starbucks in the am and almost everytime I go into the store the talented staff already has it preping by the time I walk in.

Kudos on the Gold Card- I love it and have convinced many other to partake as it is a great program. The only downfall I see in it is I travel quite frequently and the Airport and Target Starbucks do not accept it- food for thought....

Price is important. I love my Venti Chai Tea Latte, but I am more conscious than ever before about how I spend my money and a $5.00 cup of tea just isn't money-wise. So, I now consider it an indulgence and limit myself to one a week. These ads aren't going to make me buy more or feel better about my Starbucks purchases. Just like taxes, if you want us to spend more, bring the price down.

people who really want coffee don't go to a fast food joint.  the best selling point starbucks has, is it's not a machine making it. Just stick with core values and over the long haul starbucks will win in quality.

The ads are not what I expected.  I was hoping Starbucks would be telling the story of  SBUX' positive impact on the industry, farmers, environment, employees and community not a negative ad campaign comparing what coffee tastes better or  "beware of cheap coffee" which is offensive and insensitive to the current climate.  

Get a new creative team ASAP.   The negative messages made me gag.  'Cheap, Compromise, Aftertaste'.   I appreciate the Starbuck's store experience worldwide as I encounter genuine human warmth from your intelligent associates in a well designed space.   These print ads are mean, so they may find favor in NYC, but I suspect you will be embarrassed by them next year and wonder why they survived 5 levels of Corporate scrutiny and focus group feedback.  

I agree with the comments about disliking the "Beware of a cheaper cup of coffee, it comes with a price" ad.  As a shareholder and frequent imbibber who grew up in the midwest, I understand what you are trying to say but Starbucks often is considered "elitist, expensive" and I don't think one should be calling attention to that.  Actually, for years I didn't go to Starbucks because that was how I felt about it, an expensive  "mom and pop" consumming national chain.    

I love the "perfect, we'll make it over for you" ad.  It is funny and one of the reasons I do go to Starbucks.  Although I like to portray myself as down to earth, most of us like a little treat and to feel "special."  I'll even go out of my way to pass one Starbucks to go to the more friendly one where they will make it the way I like it without grumbling.  "Two pumps mocha, tall, half-decaf, skim milk with whip."  You can't get service like that at Micky D's and they have even made it over when "messed up."  Yes, I am a lil' high maintenance.  In today's economy though, calling attention to those who can is gaudy.  In Boston, there was a newspaper article about shoppers in high-end stores requesting blank bags because they didn't want to appear indulgent when others are losing their jobs.  I understand getting the brand name out is important but it should be about the coffee, not calling attention tohaving spent more /indirectly insulting potential customers Starbuck's customer cares more about the world than someone who went to a competitor.

BTW, I start my week with juice or weaker coffee like Dunkin' Donut and by Friday I'm on Starbucks.  I like my routine, if I had Starbucks all the time, I'd be sick of it no matter what the ad was.

I don't dig the "Beware ... it comes w/ a price" -- I think that's a negative energy, doesn't really encourage me to buy Starbucks, just leaves me feeling sour in general.

I think a more positive vibe is good for Starbucks in general.  emphasize the ways you're better, don't focus on the competition (even if to point out their flaws) --

but, if some of your competitors use "coffee flavored coffee" -- which is what I think McDonald's does -- then I do think it's OK to make fun of that & point out the extra added artificial flavors etc. (the non-coffee part of the coffee)

I just think you should make fun of them, diss them, not take them seriously enuf to "beware" of

Love my Starbucks.  

People need to learn that to have "flavorful" coffee drinks the base is a stout coffee flavor that doesn't disappear when the flavorings are added.  

As a "drink it black and plain" coffee it is not my favorite.   But I like the flavor syrups and steamed milk!

McD's coffee is a joke.  Always has been and always will be.  It isn't what they've built their business on.    And even when free... a bad latte is a bad latte. One taste and the next stop was their trash can conviently placed 50 feet from the pickup window.  :{

Starbucks people are wonderful, helpful and hard workers.  

Thanks for being so popular.  

Happy repeat customer for over two years.  

As a college student I am a frequent visitor to SBux. I love the atmosphere SBux stores provide for studying while I enjoy my tea and perfect oatmeal. But something about them feels very corporate. Kind of like the new ads.

The new ads feel like Sbux is trying too hard to say "Hey, look at us. We're better than you." I believe success in business doesn't happen by putting someone else down. I believe there is room for Sbux and indie coffee shops alike and I enjoy each for their unique offerings whether that be product, experience or as you say, value.

When Sbux first became popular on the east coast (early 90's), I boycotted it because I didn't agree with one company shamelessly taking over the coffee market. I now am an Sbux shareholder. I changed because I thought I saw Sbux heading down a different path, one more concerned for the "other". This ad campaign is leaving me wondering if I was right.  

Oh dear.

I have been disappointed for years that Starbucks didn't tell it's story.  The one about conservation, support of coffee farmers, the wonderful treatment of their employees and corporate social responsibility.

This ad campaign does not tell that story.  It is an attack campaign.  It is boastful, snobby, and will give plenty of fodder to Dunkin Donuts and McDonalds, who are already playing up the Starbucks Snob Factor.

Take them to the mat where they have no balance.  Tell people what great things you've been doing for years, behind the scenes.  All the charities you work with.  Your fair purchasing practices, employee benefits, etc.  

Starbucks has a wonderful, unique corporate story to tell.  "We are better than McD's" is not it.

If anything it sounds like Starbucks doth protest too much

I love the "MAKE SURE YOU'RE IN A STARBUCKS"  ad. I like the use of humor in ads so your  tongue in cheek approach is excellent. It may work more effectively if you also stress your green image, the amount of giving back to the planet and its inhabitants that Starbucks does. You do a great job of that and when I relay that message to persons at work, many are surprised. Brag a little. Thanks for what you represent in business and I will always be in a Starbucks.

Are you going to sell t-shirts, etc. with the message??

Here are some good one's:

"STARBUCKS ISN'T ORDINARY....

NEITHER ARE YOU. WORLD CLASS COFFEE

FOR WORLD CLASS PEOPLE."

"START THE DAY RIGHT. MAKE IT STARBUCKS COFFEE.

IT ISN'T JUST A  LIFESTYLE IT''S A STATUS SYMBOL!"

STARBUCKS MAKES THE WORLD GO ROUND....

DIFFERENT, STIMULATING, REFRESHING AND EXCITING.

"OTHER BRANDS JUST DON'T HAVE IT....

STARBUCKS MOVES THE WORLD!"

I kinda liked the promos in the Philippines. The kind where you win free drinks like a raffle.

Hygiene and health count a lot in my book. Starbucks is way above in this category. But it can improve with innovative crew Standard Operating Procedures (SOP). Less mistakes, more quality service and better Public Relations.

SOP should include the crew work ethic of refraining from talking directly into the drink preparation or food preparation. This is good PR and will raise professional standards. No one likes his/her drink or food spattered with talk saliva if you know what i mean.  

Studying a crew and improving SOP will have a positive effect on the stakeholders.

I'm a loyal Starbucks customer and a shareholder, so I really wanted to like the new advertising campaign, but I don't think it works and the company is going to get very little mileage from these ads.  The ads have TOO MANY WORDS.  The great message is lost because no one is going to read the full page ads.  Everyone is busy and in a hurry.  Who has time to read the entire page?   A series of ads that grab your attention, with each ad highlighting another part of the Starbucks story, would be much more effective.  

i'm totally agreed with everything u said sir......

and.....

luv d YouTube Video....

I love the ad campaign, but when I ask the counter clerks what they think about the new ad campaign, they don't know about it! What's up with that? I went and got the NY Times and showed it to the last clerk. Also, can the ads be added graphics in your stores? I think you need to bring the excitement into the stores. Some managers do a better job than others, but where is the "chatter" we need to get things going?

I am a dedicated Starbucks fan, but there are some people in line that may not come back again. Wow them with your ad campaign and how special Starbucks is by talking about it. When I talk more about the product than the person selling it to me, that's a problem.

Every company needs to constantly reiterate why they are the best but the thing that really works is discount coupons!!!! When you have a product that you believe in then issue coupons and they will come.  Every $50,000.00 page in the NY Times could be cut to a  quarter with a  coupon, that is more meaningful.  The more people you go into your stores the more other sales can be made, cookies, food etc.

I'm a longtime Starbuck's shareholder, so long that even after the last year's crash I'm still well ahead of where I started! I saw one of these series of ads in a San Francisco bus shelter that's not on this website. It says something that was pretty confusing--'we use 3% of the world's best coffee beans' or something like that (I don't remember the actual words). As much as I re-read the ad, I couldn't figure out what it was trying to communicate. 3% of what you use are the best beans? You consume 3% of the world's best coffee beans? Whatever you're trying to say, it's confusing, and it's also not at all impressive. I mean, 3%? Not a very impressive number, whatever it's trying to signify.

Brilliant

I wish there were a discount for Seniors at Starbucks.  I go there very often (at least 4-5 times a week), and it gets expensive.   If said discount existed, Starbucks would attract a lot of "oldies, but goodies".  Remember, we constitute a sizeable part of the population, and we do like our coffee.

when is the commerical coming out?

Love all your adds, I only wish that you had t-shirts with these adds. My wife and I have been fans of starbucks for over twenty years and we only buy starbucks coffee for home and on the road. There is no other coffee that we prefer. If you had a store were we could buy your t-shirts and caps we would wear them proudly.

Starbucks, there is no other! The darker the roast the better!!

I love starbucks. I throw a fit when my husband wont let me go. I have a barista and buy the coffee from yall but its not the same, Starbucks is definately not just coffee its my addiction. I have tried numerous different brands of coffee and everything other than Starbucks tastes to me like sweaty sneakers or dog poo. I tried a cup of starbucks on August 12 , 2007 and the only time I have gone without my starbucks was during the hurricane IKE, for a total of 9 days, it was hell. I LOVE YALL STARBUCKS , my only complaint is that yall aren't open 24hrs a day!!!!

I am sadly disapointed that Starbucks has chosen to sponsor the "Morning Joe" program.  I will be changing my daily habit to another brand.

if sbux is going to launch an ad campaign about coffee quality, there should be a parallel effort internally to ensure drink quality actually lives up to the hype. i still receive WAY too many nasty espresso drinks.

Can't tell you how THRILLED I was to go on the NYT website and see the ad referring to the Zagat Poll!  WAY TO GO!!!  Perfectly done.  Yeah!