Eric Frankel

A portion of that is media that goes through us that we get a percentage of, a small percentage because that's the media business.

How much of the $10 million is media spend is about half.

So it's about $5 million in cash and a percentage of the other five.

Media buying is in the 2%, 3%, 4%, 5% of the other number, depending on what the brand is.

Something like that.

Yeah, something like that could be.

Favorite book.

I wish you would have told me this in advance.

Holy moly.

Okay, what's my favorite book?

Well, first of all, here's what you need to know.

I love books, but my current day starts at six o'clock in the morning in Europe and ends at 1130.

I ended last night at 1145 with Yes Bank in Mumbai, which you and I have never heard of before.

So I haven't read a book, haven't taken a vacation.

Yeah, I mean, I do.

Let's see.

What did I just read?

I mean, I love all of Michael Lewis's books.

So I guess I like the one where he talked about how unprepared Trump was when they came in.

There was no one for Obama's team to hand off all of those all of those learnings that they had in eight years.