Tech Brew Ride Home

Mon. 04/15 - Don't Ignore Those Office Updates!

15 Apr 2019

Contributed by Lukas

You really need to run those Office updates, rumors of chaos at HQ Trivia, further details on Apple Arcade and Apple News+, and hands on with the Gala...

Internet From Space with WSJ's Chris Mims

14 Apr 2019

Contributed by Lukas

You might have noticed that I’ve gone down a bit of a wormhole lately when it comes to space tech, and actually, to understand why, listen to the ve...

The State of Venture and "MegaRounds" with Crunchbase's Jason Rowley - 4/11/19, 4.57 PM

13 Apr 2019

Contributed by Lukas

 While I talk about big round raises and startups and venture all the time, we haven’t really done a deep dive into where venture is at at the mome...

Fri. 04/12 - Uber's IPO and Disney+ Deets

12 Apr 2019

Contributed by Lukas

Uber’s IPO filing is officially upon us and there was much rejoicing… or, at least, plenty of takes; Disney outlined its streaming video plans and...

Thu. 04/11 - Alexa Snags Its Own "Scandal"

11 Apr 2019

Contributed by Lukas

Yes, there are people listening in on your Alexa recordings, but it’s complicated; Jeff Bezos challenges competitors to pay their workers more, the ...

Wed. 04/10 - Day 2 of Google’s Cloud Next Conference

10 Apr 2019

Contributed by Lukas

Day two of Google’s Cloud Next conference, an update on the unicorns still queueing up to come to market, the heat death of iTunes is closer to real...

Tue. 04/09 - Google Cloud Next Announcements

09 Apr 2019

Contributed by Lukas

The headlines from the Google Cloud Next conference, China seeks to ban cryptominers, why ads on streaming services is the new hotness, and also, why ...

Mon. 04/08 - About Those iPhone Triple Camera Rumors...

08 Apr 2019

Contributed by Lukas

Pinterest’s IPO looks set to make it an “undercorn,” the UK has some more ideas about regulating internet platforms, about those iPhone triple c...

Fri. 04/05 - Alexa is Coming for AirPods

05 Apr 2019

Contributed by Lukas

Google scraps the AI ethics board, Alexa is coming for AirPods, the Bezos’ divorce is settled, Snap reminds everyone they’re pretty darned good at...

Thu. 04/04 - Amazon Joins The Internet Space Race

04 Apr 2019

Contributed by Lukas

Facebook. Data. Exposure. Another one. Could Intel issues delay a 5G iPhone? Apple cuts the price of the HomePod, Amazon is going to launch Internet s...

Wed. 04/03 - Google's Credibility Problem When It Comes To Products Dying

03 Apr 2019

Contributed by Lukas

Facebook stops asking people to reveal their email passwords, WhatsApp gives you control over group chats, Google has a credibility problem when it co...

Tue. 04/02 - YouTube's Turn In The Woodshed

02 Apr 2019

Contributed by Lukas

The price of bitcoin soars, but is it for real? Walmart wants to let you shop with your voice, Andreessen Horowitz shakes up VC (again) and a scathing...

Mon. 04/01 - Gmail Was the ONLY Good April Fools' Joke

01 Apr 2019

Contributed by Lukas

Gmail celebrates an appropriate April Fool’s anniversary, the winners from the Lyft IPO, Mark Zuckerberg asks for regulation and food tech has deliv...

Space Tech With Bill Gattle of Harris Corp.

31 Mar 2019

Contributed by Lukas

Today... another dipping of our collective toes into an adjacent tech space that we cover now and then, but don't know all that much about. Another ep...

Apple Event Debriefing with MacStories' Federico Viticci and John Voorhees

30 Mar 2019

Contributed by Lukas

So, we did the pre-amble for the Apple Services event last week, I figured we should do a debriefing, especially since it was such a confusing event, ...

Fri. 03/29 - We have Lyft-Off! (Sorry)

29 Mar 2019

Contributed by Lukas

Lyft IPO’d today, Huawei’s profits don’t seem affected by governmental pressures, Stack Overflow is looking for a new CEO, Alexa Business Bluepr...

Thu. 03/28 - Spotify Tests Subscriptions For Two

28 Mar 2019

Contributed by Lukas

Facebook is charged with violations of the Fair Housing Act, the UK gives Huawei a pass but drags them at the same time, Spotify lets you share your a...

Wed. 03/27 - Microsoft Puts the Kibosh on April Fools' Jokes

27 Mar 2019

Contributed by Lukas

The pioneers of modern AI win the Turing Award, Apple still hasn’t fixed its keyboard problem, India shot down a satellite in space and Microsoft pu...

Tue. 03/26 - The EU's Copyright Directive Cometh

26 Mar 2019

Contributed by Lukas

The EU Parliament approves the “link tax” and the “upload filter.” Uber acquires Careem, McDonald’s makes a tech acquisition, and a wrap-up ...

Mon. 03/25 - Apple Goes Hollywood!

25 Mar 2019

Contributed by Lukas

The Apple event broken down piece by piece, YouTube wants out of the streaming video wars, Nintendo is working on two new Switch devices, is consolida...

The Ride Hailing Industry From The Driver's Perspective With The Rideshare Guy

24 Mar 2019

Contributed by Lukas

Not too long ago I recommended The Rideshare Guy podcast because I’ve fallen in love with it. That and his website, the Rideshareguy.com. Harry Cam...

Apple's Big Event With The Future Forward Podcast

23 Mar 2019

Contributed by Lukas

Today, we’re going to talk Facebook’s pivot to privacy and Apple’s big event on Monday. Please do search your podcast apps and subscribe to the ...

Fri. 03/22 - AT&T's "5G E" is.... zzzzzzzzz.....?

22 Mar 2019

Contributed by Lukas

Might Apple’s Monday event be a huge anticlimax? Is AT&T’s “5G E” slower than 4G? YouTube is responsible for 37% of mobile Internet Traffic, w...

Thu. 03/21 - Santa Tim Has Forsaken Us!

21 Mar 2019

Contributed by Lukas

Reset the x number of days without a Facebook scandal calendar, Microsoft launches Virtual Desktop but begins sunsetting Windows 7, European Wikipedia...

Wed. 03/20 - Give Us More, Santa Tim!

20 Mar 2019

Contributed by Lukas

The EU Commission hits Google with another billion Euro fine, Santa Tim had another surprise for us this morning with next generation AirPods, and in ...

Tue. 03/19 - Stadia is Google's Gaming Streaming Service

19 Mar 2019

Contributed by Lukas

Google’s gaming service is called Stadia, the iMac lineup gets an update, Instagram ads in-app shopping, Intel wants to build an exascale computer a...

Mon. 03/18 - MySpace Loses All Your Stuff From 2005

18 Mar 2019

Contributed by Lukas

An iPad mini refresh and a new iPad Air, MySpace has lost basically all your stuff, details of the Lyft IPO and the state of Seed Investing. Sponsors:...

Technology and Policing with Matt Stroud, Author of the Book Thin Blue Lie

17 Mar 2019

Contributed by Lukas

How technology has impacted policing has come up on this show far more than you would expect, if you think about it. So, when listener of the show Mat...

The State of Consumer Data and Privacy With Consumer Reports' Justin Brookman

16 Mar 2019

Contributed by Lukas

When issues of consumer data, and consumer privacy come up on the show, I think I've asked a couple of times before, what are the laws here? In the Un...

Fri. 03/15 - Does Chris Cox’s departure from Facebook mean the pivot is real?

15 Mar 2019

Contributed by Lukas

Does Chris Cox’s departure from Facebook mean the pivot is real, Apple responds to Spotify’s complaint, and of course, the weekend longreads sugge...

Thu. 03/14 - Facebook Under Criminal Investigation

14 Mar 2019

Contributed by Lukas

Facebook’s data sharing is now under criminal investigation, and the company had a bad night with its services intermittently down across the globe,...

Wed. 03/13 - Spotify Anti-Trust's Apple

13 Mar 2019

Contributed by Lukas

Spotify files a pretty timely anti-trust complaint against Apple, Microsoft tries to get a jump on Google’s steaming video game announcement, is Goo...

Tue. 03/12 - The Web Is 30 Years Old!

12 Mar 2019

Contributed by Lukas

Facebook self owns by taking down Senator Warren’s ads, Spotify will now give you Hulu for free, why the Bay Area is no longer the best place for st...

Mon. 03/11 - How TikTok Is Different

11 Mar 2019

Contributed by Lukas

Nvidia buys Mellanox, Tesla reverses course, a handy primer on how TikTok is different, and we check in on the smart takes from last week’s big stor...

State of Crypto With Coindesk's Brady Dale

10 Mar 2019

Contributed by Lukas

Sometimes the bonus episodes are for getting news in areas that I might have missed or might not have made our show, but I still find interesting. Thi...

Do I Want A Foldable Phone? With MG Siegler

09 Mar 2019

Contributed by Lukas

You know MG Siegler. Once upon a time, he was one of the most prominent tech journalists in the land, when he wrote for TechCrunch. Now-a-days he is a...

Fri. 03/08 - Senator Warren Wants To Break Up Big Tech

08 Mar 2019

Contributed by Lukas

Senator Warren proposes breaking up big tech, Airbnb buys HotelTonight, why the big platforms are taking down vaccine content, and of course, the week...

Thu. 03/07 - Facebook Pivots To Privacy

07 Mar 2019

Contributed by Lukas

Facebook pivots to privacy, Huawei follows through on suing the US government, Duplex rolls out wide, and Bird’s white label scooter scheme. Sponsor...

Wed. 03/06 - This Podcast Is A Year Old!

06 Mar 2019

Contributed by Lukas

Fitbit unveils a new smartwatch and lowers prices across the board, Samsung is working on two more foldable phones, Grab grabs $1.4 billion from Masa ...

Tue. 03/05 - Don't Use "ji32k7au4a83" As A Password

05 Mar 2019

Contributed by Lukas

The NSA program Snowden revealed might be done, Microsoft is readying a Windows Lite, poor iPhone sales are hitting Foxconn workers hard, a big strate...

Mon., 03/04 - USB 4 Wishes and Password-Free Dreams

04 Mar 2019

Contributed by Lukas

Facebook lets randos look you up by your phone number; Huawei is about to sue the U.S. government; a Vermont law exposes more than 100 data brokers; U...

A16Z's Connie Chan On Outgrowing Advertising As A Business Model

03 Mar 2019

Contributed by Lukas

So, I hope you read the piece I mentioned in the long reads, Called Outgrowing Advertising, by Andreessen Horowitz's general partner Connie Chan. Link...

Casey Newton on His Facebook Moderators Piece

02 Mar 2019

Contributed by Lukas

It's rare that I've seen an investigative piece get as much pickup as The Trauma Floor, Casey Newton's look at the secret lives of Facebook content mo...

Fri. 03/01 - Lyft Files For Its IPO

01 Mar 2019

Contributed by Lukas

Lyft officially files for its IPO and do the numbers reveal concern for Uber, New York wants Jeff Bezos to reconsider, Tesla slashes prices, physical ...

Thu. 02/28 - Make Any Day Amazon Day

28 Feb 2019

Contributed by Lukas

Amazon Day gives you the ability to schedule your Prime Deliveries, Motorola teases more details about the foldable resurrection of the Razr phone, th...

Wed. 02/27 - TikTok Bigger Than Instagram?

27 Feb 2019

Contributed by Lukas

Fast flash storage for phones, TikTok passes a billion downloads, FedEx rolls out its own delivery bot, why you might be overpaying for cloud computin...

Tue. 02/26 - Might the FTC Undo Some Tech Mergers?

26 Feb 2019

Contributed by Lukas

The Game of Thrones when it comes to modern tech platforms is very much up in the air, Satya Nadella defends making the HoloLens for the US Army, coul...

Mon. 02/25 - Mobile World Congress Headlines

25 Feb 2019

Contributed by Lukas

It’s a whole slew of headlines from Mobile World Congress: more foldable phones, dates for 5G chip sets and 5G coverage rollouts, and Microsoft unve...

The "Influencers" Beat With Taylor Lorenz

24 Feb 2019

Contributed by Lukas

Taylor Lorenz, over at the Atlantic has the influencer beat down. I’ve told you about so many of her stories, often as longreads. You think influenc...

The State of The Gaming Industry With Jason Schreier @jasonschreier

23 Feb 2019

Contributed by Lukas

Last week there was a bunch of gaming news, and if you’ll recall, I put a shout out to see if anyone could tell me what the heck is going on in the ...

Fri. 02/22 - The Most Acquisitive Unicorns

22 Feb 2019

Contributed by Lukas

Facebook is shutting down its controversial Onavo app, Google’s streaming gaming service might get some hardware to go along with it, the most acqui...

Thu. 02/21 - YouTube's Ad Problem (Again) and Galaxy Reactions

21 Feb 2019

Contributed by Lukas

Take-aways from all the hands-on reports with the new Samsung Galaxy S10 phones, hands-OFF reports about the Galaxy Fold, Apple teams up with Goldman ...

Wed. 02/20 - Galaxy Fold!

20 Feb 2019

Contributed by Lukas

The foldable phone is here! And some regular new Galaxies too. Other stuff... (I'm late posting today... sorry! In a rush!) Sponsors: Castro Podcast ...

Tue. 02/19 - Why Emoji Are Screwing Up Legal Cases

19 Feb 2019

Contributed by Lukas

Qualcomm unveils a second gen 5G chip, Huawei’s founder hits back at the US, his biggest investors push back at Masa Son, and why emoji are causing ...

Mon. 02/18 - Ming-Chi Kuo: Here's Apple's Entire 2019 Lineup

18 Feb 2019

Contributed by Lukas

Parliament calls Facebook a “digital gangster,” Australia’s Parliament was hacked, a full year of Apple lineup rumors, and since it’s a holida...

Mark Gurman Says Apple “don't even know for sure” What Project Titan Is Building

17 Feb 2019

Contributed by Lukas

Mark Gurman of Bloomberg, the reporter who gets Apple scoops like no other. Quick catch up with Mark about his recent scoops, but also some Apple anal...

NBC News' Jacob Ward On Data Vs. Privacy

16 Feb 2019

Contributed by Lukas

Remember that first weekend longread from yesterday, from NBC’s Tech Correspondent Jacob Ward? As I said, it triggered some things that I’ve been ...

Fri. 02/15 - FTC To Fine Facebook?

15 Feb 2019

Contributed by Lukas

More fallout and analysis of Amazon ghosting NYC, more signs of blockchain actually taking hold on Wall Street, Samsung’s lineup of gadgets leaks an...

Thu. 02/14 - Amazon to NYC: Drop Dead!

14 Feb 2019

Contributed by Lukas

Amazon says thank you, but no thank you, to New York City, JP Morgan has its own crypto token, Google might try to come at the iPhone on price, and th...

Wed. 02/13 - Apple's Event About Services. But Which Ones?

13 Feb 2019

Contributed by Lukas

An Apple event focused on services, a former Apple Vice President charged with insider trading, the larger gaming industry is having issues, and why y...

Tue. 02/12 - Amazon Buys Eero

12 Feb 2019

Contributed by Lukas

Amazon acquires Eero, Apple is putting marketing muscle behind AR, looks like everyone was abusing Apple’s Enterprise Certificate program, and the n...

Mon. 02/11 - Trump Wants US To Get Serious About AI

11 Feb 2019

Contributed by Lukas

The Trump Administration wants America to get serious about AI, Patch is actually profitable, Reddit raises a round, Apple Health for vets and hands o...

The Economics of Spotify With Victor Luckerson of @ringer

10 Feb 2019

Contributed by Lukas

Remember this longread piece? Is Spotify’s Model Wiping Out Music’s Middle Class? It's stuck with me because, a) I didn't quite understand how the...

What IS 5G Anyway, With Ericsson's Peter Linder

09 Feb 2019

Contributed by Lukas

I’ve told you plenty that this year, one of the big narratives, one of THE big stories... will be 5G. But what exactly IS 5G? Well, I spoke to Peter...

Fri. 02/08 - The Jeff Bezos Stuff

08 Feb 2019

Contributed by Lukas

Yes, we’re gonna talk about the Bezos thing, is Amazon reconsidering HQ2, Sprint sues over 5G, maybe digital media is just fine, and the weekend lon...

Thu. 02/07 - Facebook Dinged In Germany; Killin' It In China

07 Feb 2019

Contributed by Lukas

Germany is this week’s headache for Facebook, Twitter mixes up its MAU and DAU game, Cluno is subscriptions but for cars and Optimus Ride is what we...

Emergency Bonus- Nick Quah on Today's Podcast News

06 Feb 2019

Contributed by Lukas

THE expert on the Podcasting Industry breaks down today's big news. Subscribe to Nick's newsletter, HotPod. This episode has a full transcript. ...

Wed. 02/06 - Spotify Makes A Big Move Into Podcasting

06 Feb 2019

Contributed by Lukas

Podcasting has its biggest news day ever, some pretty big executive shakeups, the new emojis for 2019 and how to steal a million dollars from an ATM w...

Tue. 02/05 - Facebook Turns Fifteen

05 Feb 2019

Contributed by Lukas

It’s getting more expensive for Google to make money, Facebook turns fifteen, choosing your own adventure is becoming a trend, and one specific way ...

Mon. 02/04 - Why CAPTCHA's Have Gotten So Difficult

04 Feb 2019

Contributed by Lukas

Soon you can play Xbox live everywhere, Google unveils Live Transcribe, Slack files to go public, the most crypto story ever and why CAPTCHA’s have ...

(Bonus) Self Driving Car Wagers With Timothy B. Lee @binarybits

03 Feb 2019

Contributed by Lukas

Ars Technica's Timothy B. Lee gives me odds on my self-driving car wager. Sponsor: Eero.com/ride promocode: ride Learn more about your ad choi...

(Bonus) Jay and Farhad Show Reunion!! With @jyarow and @fmanjoo

02 Feb 2019

Contributed by Lukas

For years, Jay Yarrow and Farhad Manjoo had a podcast, the Jay and Farhad show. You might remember Jay from his time at BusinessInsider (he’s an exe...

Fri. 02/01 - The Apple/Facebook/Google Cold War

01 Feb 2019

Contributed by Lukas

Turns out Google poked Apple in the eye also, layoffs hit Vice, Amazon reports earnings and reports that a ton of people responded to that minimum wag...

Thu. 01/31 - Facebook's Still Making Bank

31 Jan 2019

Contributed by Lukas

Facebook returns to growth, iPhones might be getting USB-C and 3D cameras, Hulu’s launching pause-ads, and on Reddit, it’s paintings of paintings ...

Wed. 01/30 - Facebook "Slaps Apple In The Face"

30 Jan 2019

Contributed by Lukas

Facebook decides to mix it up a bit: what if we had a scandal that pissed off our business partners? Apple’s earnings are mixed but you can see wher...

Tue. 01/29 - The FaceTime Bug

29 Jan 2019

Contributed by Lukas

Pretty major FaceTime bug from Apple, the DOJ makes it’s case against Huawei, the first successful ICO of the year and what Bluetooth ‘direction f...

Mon. 01/28 - An Apple Subscription Gaming Service?

28 Jan 2019

Contributed by Lukas

An Apple subscription gaming service? Is Facebook Watch still alive? The GDPR floodgates are truly open. And losing to AI’s might have some benefits...

(Bonus) Self Driving Groceries With The WSJ's Christopher Mims @mims

27 Jan 2019

Contributed by Lukas

One of my favorite people to read is the Wall Street Journal tech columnist Chris Mims. We talked about his piece this week positing that email was ba...

(Bonus) The State of Digital Media With Rafat Ali @rafat

26 Jan 2019

Contributed by Lukas

Given all the news of layoffs in the digital media space this week, I knew I couldn't sit on this interview with Rafat Ali any longer. Currently the f...

Fri. 01/25 - AI Can Beat Us At Starcraft II Too (Also?)

25 Jan 2019

Contributed by Lukas

Now the AIs can defeat us at StarCraft II (too?), Zuckerberg wants to unify his collection of messaging apps, my grand unifying theory for the streami...

Thu. 01/24 - Your Flying Car Is Here

24 Jan 2019

Contributed by Lukas

Bing’s Schrodinger-style China Ban, headphones from Sonos, flying cars from Boeing, layoffs for project Titan, and the serious ongoing layoffs in th...

Wed. 01/23 - Jony Ive's Dream Phone Concept

23 Jan 2019

Contributed by Lukas

YouTube TV goes nationwide, Jony Ive’s dream phone design, Patreon milestones and is Spotify killing music’s middle class? Sponsors: Joybird.com/...

Tue. 01/22 - Munchery Enters the Deadpool

22 Jan 2019

Contributed by Lukas

Munchery bites the big one, Foxconn considers moving production to India, Netflix wants a seat at the adults table, and, yes, even guitar tech is now ...

Mon. 01/21 - Email is Back, Baby!

21 Jan 2019

Contributed by Lukas

The GDPR fines begin, but the EU “link tax” might be in trouble, Uber wants self driving scooters, and why email is back, baby! (Hint: it never le...

(Bonus) Land of the "Super Founders" With Ali Tamaseb @alitamaseb

20 Jan 2019

Contributed by Lukas

Ali's Medium Post: Land of the Super Founders On this bonus episode, we’re going to revisit a past weekend longread suggestion and talk to the autho...

(Bonus) Health Tech With CNBC's Christina Farr @chrissyfarr

19 Jan 2019

Contributed by Lukas

This week had a lot of health tech news in it… a lot of it broken by CNBC’s health tech reporter Christina Farr. So, I reached out to Christina to...

Fri. 01/18 - Gadget Reviews Now Mean Sneaker Reviews

18 Jan 2019

Contributed by Lukas

Netflix starts to open up, Cortana stops competing, gadget reviews now include shoes as a category and the weekend longreads suggestions. Sponsors: D...

Thu. 01/17 - Tim Cook Sayz: Regulate THOSE Guys

17 Jan 2019

Contributed by Lukas

Tim Cook calls for a data-broker clearinghouse, a possible criminal case against Huawei, the largest leak of user credentials ever found in the wild, ...

Wed. 01/16 - Razr's Coming Back To Usher in the Foldable Phone Era

16 Jan 2019

Contributed by Lukas

More high profile execs quit Snap, Apple’s in talks to get more Apple Watches in the hands of seniors, the state of the App Economy, and the Razr is...

Tue. 01/15 - Netflix Raises Prices

15 Jan 2019

Contributed by Lukas

Netflix raises prices, maybe the Apple battery replacement WAS a big deal after all, cops can’t force you to unlock your phone with your face, and A...

Mon. 01/14 - Am I Gonna Do That Egg Instagram Story?

14 Jan 2019

Contributed by Lukas

Event sharing comes to stories, what this year’s CES says about where consumer tech is at the moment, and then a bunch of stories about what that me...

(Bonus) What Wall Street Thinks of Tech w/ @howardlindzon

12 Jan 2019

Contributed by Lukas

The great Howard Lindzon and I discuss how Wall Street is thinking of Tech right now, what Apple's deal is and what the prospects are for those big te...

Fri. 01/11 - Mooaaarrr... Cameras on Smartphones!

11 Jan 2019

Contributed by Lukas

Motherboard shames the telecom companies into not selling us out, shareholders are suing Alphabet’s board, the government shutdown claims more tech ...

Thu. 01/10 - Foldable Phones Have An Arrival Date

10 Jan 2019

Contributed by Lukas

We have a good idea when that foldable Samsung phone is coming, Google is actually close to a big legal win in Europe (for a change), the government s...

Wed. 01/09 - Google Assistant Everywhere!

09 Jan 2019

Contributed by Lukas

Now we know why Google has gone so big at CES: they want to put Assistant in everything, the first foldable phone arrives at CES, Twitter wants to sho...

Tue. 01/08 - Smartphone Recession?

08 Jan 2019

Contributed by Lukas

Are we in a smartphone recession, mooooaaaar tv new from CES, AT&T wants to make 5G confusing, and why WeWork is now, simply, We (company). Sponsors: ...

Mon. 01/07 - Is Apple's Resolution Hardware Agnosticism?

07 Jan 2019

Contributed by Lukas

Is Apple willing to sacrifice Apple TV for the greater subscription good, is Google Assistant is coming to feature phones, what is the use-case for a ...

Fri. 01/04 - The Verge vs. AT&T And L.A. vs. The Weather Channel app

04 Jan 2019

Contributed by Lukas

The Verge and AT&T have a trademark dispute, the city of Los Angeles and The Weather Channel app have a location data dispute, more on how shows like ...

Thu. 01/03 - Apple-ocalypse Now?

03 Jan 2019

Contributed by Lukas

Apple lowers its guidance and the tech world freaks out, the company that you can outsource your censorship friendly China content to, a more durable ...

Wed. 01/02 - What would I have to pay you to give up Facebook for a year?

02 Jan 2019

Contributed by Lukas

Today, Roku is quietly a major combatant in the Streaming Wars, Tesla slashes prices, how many cameras can we fit on a smartphone, how much would it c...