Should Online, Inc. accept the new project? This is a question that I’d asked you earlier, and what had you said? Mm-mm. Maybe some of you said no, simply because the cost of capital of the firm online was 12% and the project was 11. But now you are a little bit smarter and what do you realize? Cost of capital of online was return on asset but which business? Video. It was 12%. The IRR Off the new project which is in the software business was 11%. You can not make decision comparing these two numbers, so what did I make you do? I made you go through an exercise of taking the effects of leverage out of equity betas and estimating the cost of capital. So, turns out cost of capital of the software business was equal to Ra S was about 10.1% Quick question. Will you do this project? What's the answer? Given that IRR is well behaved and you're not comparing multiple projects, answer is yes. And the reason is. The IRR of the new software idea is better than what the software businesses are earning. Believe me, 11% is a huge difference over time, because you're going to make it in a compounded fashion for the foreseeable future. So the answer to your question is now what? If you did this comparison, then you would say no. If you did this comparison you should say yes. Why? Because value enhancement is occurring by creating a brand new item often within the software business, not a brand new idea. Suppose the new project would have been in the video gaming business, would you do it? The answer is no. Put the new project in the software business. One little bit of comment, which is very important; how difficult would it be for this firm that's in the video gaming business to come up with an idea better than the software business which has existed, quite difficult. How difficult was it for Microsoft to enter gaming business? Not easy, so I'm not trying to say this is easy to do, but I'm giving an example which is possible in the real world, which is Apple, go back to Apple. Apple's genius was not coming with the new products, completely new. Of course, design and all that's awesome but tablets have been there for ages but they entered the tablet business and did this. Right? And didn't compare it in coming up with a new idea. It has to compare tablet business with existing tablet businesses and beat them through whatever means, in this case not who got hurt, but in this case design, thoughtfulness, consumer. Many people believe their genius still is, hopefully and will remain for a while, thinking what the customer experience is, rather than thinking about the product. Anyway, let's take a break and we'll come back with two final questions. See you soon.