Well that's right, yes, and the other thing as well, I shouldn't really be telling you this,, because it's bad news for us but, if you in fact write a long, rambling press release, what you will find is that the journalist will almost, almost certainly go three-quarters of the way down it to find the real story which is hidden in there, and occasionally that real story is purposely hidden down in there, and you know you look at any council minutes, and the real story is always, inevitably hidden down there, because it's the bit that somebody doesn't want people to know about, and so journalists are naturally trained to go down the bit to find out what's it about.