Their situation is: they’re a tired social media site that is traded on the stock exchange and it’s just all downhill for them unless they change something big. They do want to be Steve Jobs, the guy who created a trillion dollar platform ecosystem, and they think hey we can use our social media site as one big ad for it to get things going. What else are you going to do with a tired social media property? You can at least fool some shareholders by telling them no, we have a whole new chapter about to begin. It’s a stupid game, I think driven more by market capitalism than personal ego, though of course there’s also plenty of that.