And I think Apple said, 'You know, we're going to go somewhere else, and we're going to pursue...' I've never heard them say this, but actions seem to speak louder than words, which is, a time is coming shortly where you will not graduate from high school without making a film, but that's part of our... That will be part of our education. And this is already true in certain schools. In fact, it's already true in certain schools that you have to make a film even to get into the school. It's like: show us your... show us what you can do, a kind of video CV of your life, and that will allow us to get a sense of you.

So this is all in the name of media literacy, which is undeniably important, because of what we have been talking about earlier. The culture now is so deeply suffused with media in all of its forms, thanks principally to the internet, but also many other things, that we live a huge portion of our lives in that world. And it's... Even if you don't make media yourself, it's good to know about it so that you can know when you're being manipulated, or just to have some insight into it. And so I think this is part of the reasoning behind a full education now.

100 years ago, 150 years ago, obviously, you couldn't graduate from school without knowing how to read, and how to write an essay, and how to do relatively advanced mathematics for a teenager. I think those are still in place. But added to that now is: can you make a film? Do you know how to shoot images, and then put them together, and present something? And this is a market that is, I would say, ideally suited to Final Cut X, which is full-fledged, but not with all of the dangly bells and whistles, and multiple levels of sophistication that a professional piece of... You know, a totally professional software needs to have to work on $150 million movie.

And clearly, from a marketing point of view, from an economic point of view, this is a good decision, because the market for those things... How many high school students are there in the world? Many hundreds of millions. And if you can sell this software for whatever it is, $250, to 100 million students all over the world, do the math. It's... That's a big item. And because they offer a platform that other third parties can populate with added bells and whistles, Apple doesn't have the responsibility for those things. They can simply say, 'If you're having problems with that, you have to talk to that person, not us.'