oh I came, came to several conclusions, erm, one, one of the problems that the article faced me with, if it had been a simple outburst, if, if the, the Daily Telegraph had simply taken an advert out as opposed to maybe editorials then I may of had less a problem, because the problem with editorials is that they are believed, companies adverts aren't believed, well they're partially believed, but an editorial carries a lot more weight  and therefore when it's written like that it tends to strike home much harder, therefore that, my immediate thoughts were that if were going to react, if we were going to find a way of cantering the problems we felt this had created, then we would not have to follow any normal course of action, we simply couldn't put an advert out because nobody would have believed it, we would have to look at it a different way of actually cantering and that's part of the reason for the time taking to think it through.