Soundtrack: “Identity Theft” by Vaux
I know I complain about Microsoft a lot, but I don't want people to get the impression that I indiscriminately hate them. On the contrary, in fact. I do enjoy many of their products and innovations. OpenType has to be my favorite of these innovations, but as someone who deals with web design daily, ClearType is a close second.
To be honest I am surprised that Microsoft came up with it and not someone else. I don't know, maybe I shouldn't be surprised, but ClearType is a literally a new way of looking typography in the way that it allows digital type to be more readable on the screen. Microsoft in the past has done some things for web design that have been innovative as well as some things that have been annoying. Microsoft FrontPage is one of the annoying things they've come up with, but on the Typography front they have been somewhat helpful. Since Windows 95 was first released Microsoft has been releasing a steady stream of web and screen friendly typefaces like Georgia and Verdana. I am not a huge fan of Verdana's clunky stature, but Georgia is perfect as a screen font. In fact, as you read this blog you are enjoying Georgia’s pleasant proportions and large x-height.
This brings me back to ClearType. Microsoft’s screen fonts were a great step forward in pushing design for the computer screen forward. But Microsoft’s typography division was not satisfied. So for several years now they have been working on a new of way of rendering screen fonts called ClearType.
The story goes like this: the main reason that Microsoft has been pushing forward in the area of digital typography is pretty simple. The majority of typefaces are designed for print. Helvetica and Arial, Times New Roman, Garamond, Futura, Optima, even Lucida... they are all designed for print. That means they look great on paper. Books, flyers and posters, packaging, and everything else you can print. And many of them translate well to the screen at larger weights. But once you get below about 10 point, the elegant figures of a typeface like Garmond become hard to read because of resolution. See, print has a high resolution. Your average laser printer prints at 300 dpi, or dots per inch. Your average screen resolution is 96 ppi, or pixels per inch. This means that a laser printer has over three times the resolution of your computer monitor. No, junior, not even your “high resolution” LCD screen can compare. And so Microsoft has invented ClearType, which uses what is called sub-pixel rendering to make typefaces look good. Now spindly script typefaces won’t look like pure crap. Elegant faces like Garamond will show up halfway decent on screen. But Microsoft didn’t stop there. They didn't just want a new way of rendering type, they wanted to show it off.
What do people who care about typography do so that the default typeface looks good in both print and web? Commission a whole slew of new fonts that do just that. And that is what Microsoft has done. And they developed these new typefaces in conjunction with ClearType, so they are guaranteed to look good. I have to say, as a typography nut they look really good. I was impressed. No clunky Verdana. No old and tired Courier. Just six really solid typefaces. Wanna see them? Sure you do.
The crazy thing about this is that ClearType has been around as long as Windows XP has. A few years back Mister Usability himself, Jakob Neilsen wrote about how ClearType has the potential to save a company an average of $2000 dollars per employee per year. But you have to turn in on.
Wednesday, February 28, 2007
Monday, February 26, 2007
So Beautiful...
Soundtrack: Aenima by Tool
So disturbing. Ah, Windows Vista... you seem like you are so far away, yet so close. Too bad I know all about your disgusting STDs, you sick and embarassing hooker.
No, I'm not biased. What makes you say that?
So disturbing. Ah, Windows Vista... you seem like you are so far away, yet so close. Too bad I know all about your disgusting STDs, you sick and embarassing hooker.
No, I'm not biased. What makes you say that?
Wednesday, February 21, 2007
I Just Want Something I Can Never... Had?
Soundtrack: “Something I Can Never Have” by Nine Inch Nails
“I have pretty much accepted the possibility that I will never be successful. My idea of success is just too fucked up and the bar too high.”
Ah yes, hopelessness and despair. Such an awesome and uplifting way of thinking. Beer and a crappy situation at work are responsible, but days later I recognize that all hope is not lost.
Setting the bar for success is always a tricky thing. Sure, it gives a person goals and ambitions to chase, but often we human beings set the bar according to our imaginations, and I have a pretty wild imagination. When I was eleven years old my brother and I would record these funny little interviews as us being rock stars. We were being half-serious, of course. Which means that there was, and still is, ambition towards that goal of being rock stars. Not so much for my brother, I don't think, but definitely for me.
I have been told from a young age that there are great things in store for me. Those kinds of statements can warp a young mind into an ego the size of Betelgeuse. Betelgeuse is thought to be at least 500 times larger than the sun. That’s pretty astronomically huge. And you wonder why I have a superiority complex.
“I have pretty much accepted the possibility that I will never be successful. My idea of success is just too fucked up and the bar too high.”
Ah yes, hopelessness and despair. Such an awesome and uplifting way of thinking. Beer and a crappy situation at work are responsible, but days later I recognize that all hope is not lost.
Setting the bar for success is always a tricky thing. Sure, it gives a person goals and ambitions to chase, but often we human beings set the bar according to our imaginations, and I have a pretty wild imagination. When I was eleven years old my brother and I would record these funny little interviews as us being rock stars. We were being half-serious, of course. Which means that there was, and still is, ambition towards that goal of being rock stars. Not so much for my brother, I don't think, but definitely for me.
I have been told from a young age that there are great things in store for me. Those kinds of statements can warp a young mind into an ego the size of Betelgeuse. Betelgeuse is thought to be at least 500 times larger than the sun. That’s pretty astronomically huge. And you wonder why I have a superiority complex.
Friday, February 16, 2007
I Like The Kind Of Labels That Come On Beer Bottles
Soundtrack: “Disconnectie: The Faithful Vampire” by Norma Jean
My, it's been a Norma Jean kind of day, hasn't it?
I just had an interesting conversation with a friend of mine. She's got this idea that religion isn't bad as long as people do not limit themselves by labeling themselves whatever that religion is. For example, as a Christian my beliefs are totally cool, but I should not call myself a Christian because I will be limiting myself. Which is a nice idea, sort of.
But I think she’s on the right track. I think where she is trying to go is this idea: do not define yourself by what you label yourself, i.e. nerd, jock, Christian, Muslim, graphic designer, theoretical analyst, etc. Instead, let your beliefs and who you are come out in the way you live your life. Are you a Jew? Work at a bank? Then don't live as a Jewish banker should, but as your belief dictates. That means studying scripture, giving to the poor and the widows, eating kosher foods, being responsible with money, taking care of the customer, fiscally sound, all that good stuff. After all, what good does it do to tattoo “philanthropist” on your forehead if all you are going to do is march around and point to it and say “I like to invest myself in people! Look at me!”
That seems to be what religion has turned into, though. In fact, it seems to be what American culture has turned into? Are you Republican or Democrat? Christian or Atheist? Black or White? Citizen or Illegal Immigrant? It's a culture of labels and extremes... no wonder we're so fucked up.
My, it's been a Norma Jean kind of day, hasn't it?
I just had an interesting conversation with a friend of mine. She's got this idea that religion isn't bad as long as people do not limit themselves by labeling themselves whatever that religion is. For example, as a Christian my beliefs are totally cool, but I should not call myself a Christian because I will be limiting myself. Which is a nice idea, sort of.
But I think she’s on the right track. I think where she is trying to go is this idea: do not define yourself by what you label yourself, i.e. nerd, jock, Christian, Muslim, graphic designer, theoretical analyst, etc. Instead, let your beliefs and who you are come out in the way you live your life. Are you a Jew? Work at a bank? Then don't live as a Jewish banker should, but as your belief dictates. That means studying scripture, giving to the poor and the widows, eating kosher foods, being responsible with money, taking care of the customer, fiscally sound, all that good stuff. After all, what good does it do to tattoo “philanthropist” on your forehead if all you are going to do is march around and point to it and say “I like to invest myself in people! Look at me!”
That seems to be what religion has turned into, though. In fact, it seems to be what American culture has turned into? Are you Republican or Democrat? Christian or Atheist? Black or White? Citizen or Illegal Immigrant? It's a culture of labels and extremes... no wonder we're so fucked up.
Who is Jerry?
Soundtrack: “Bayonetwork: Vultures In Vivid Color” by Norma Jean
I get that question all the time. You see, I have a lovely little Apple PowerBook adorned with many stickers. One of these stickers says [ this is jerry ].
So who is Jerry? This is Jerry. He's quite the internet celebrity.
I get that question all the time. You see, I have a lovely little Apple PowerBook adorned with many stickers. One of these stickers says [ this is jerry ].
So who is Jerry? This is Jerry. He's quite the internet celebrity.
Tuesday, February 13, 2007
What A Wonderful World
Soundtrack: “Misirlou” by Dick Dale
Last week Steve Jobs posted an essay about the world of digital music on the Apple web site. In it he says the following: “Imagine a world where every online store sells DRM-free music encoded in open licensable formats. In such a world, any player can play music purchased from any store, and any store can sell music which is playable on all players. This is clearly the best alternative for consumers, and Apple would embrace it in a heartbeat. If the big four music companies would license Apple their music without the requirement that it be protected with a DRM, we would switch to selling only DRM-free music on our iTunes store. Every iPod ever made will play this DRM-free music."
The sounds of rejoicing would never cease if such a world existed. Think about it. The iTunes Store has been wildly successful, but people still don't like the FairPlay Digital Rights Management (DRM) software that restricts how a file is played. All digital music files acquired from the iTunes Store have the DRM, and people can authorize up to five computers to play that file on, but only iPods can play those files. That means that people who own an MP3 player made by another company such as Creative, Sony, or another manufacturer are out of luck if they want to listen to music they’ve bought from the iTunes Store. And people are already taking notice. Apple is facing an anti-trust lawsuit here in the United States, and last mothe a court in Norway ruled that the FairPlay DRM is illegal.
As Steve Jobs said in his essay, he would love to be able to sell DRM-free music on the iTunes Store. I am sure Microsoft would love to as well, and Yahoo, and... well, just about every major digital music store that sells music licensed by the Big Four. So who is this Big Four that Steve Jobs speaks about? The Big Four are the four major media companies that own most of the record labels in the world: Sony BMG, Warner Entertainment, Universal Entertainment, and EMI. They, along with the RIAA, are responsible for things like DRMs and anti-piracy software and other nonsense that makes life for the average consumer harder than it needs to be. Remember the fiasco with Sony BMG’s copy protection software? Or their payola settlement? Yeah, I do too. As compact disc sales drop the huge media conglomerates are scrambling to try to find a way to stop losing money. The problem is the money-grubbing executives running these companies. As we saw with Sony BMG, they will do anything to try to make a buck, including illegal activity.
So what is the solution? Either regulate the industry (a though that makes me want to throw up), or stop buying from these assholes. I like the second idea a lot, which is why I go out of my way to give my money to the independent labels like Abacus, Stones Throw, and Rykodisc. Once the majors figure out the money is not in the manufacture of CDs, they will instead put their resources into distribution. Most of the independent labels in the US have distro deals with a major label, so it works out for everyone. Until the independents become the majors, and then all of this bullshit starts over again.
It all comes down to this: if the Big Four want to survive in this new digital world, they need to adapt. And they are going to have to make some initial sacrifices in order to adapt. If they hold on to this DRM thing, they are going to piss enough people off that they will eventually fall. It would behoove them to license music without the ridiculous DRM requirement if they want to start making more money. It would also behoove them to ditch RIAA, although I don't believe that will happen any time soon. No matter what happens, they need to realize that the old way of doing things will no longer work, and it is time to look ahead. There is a reason why record labels like Trustkill and Victory are selling so many records, and it's not just the bands they sign.
Last week Steve Jobs posted an essay about the world of digital music on the Apple web site. In it he says the following: “Imagine a world where every online store sells DRM-free music encoded in open licensable formats. In such a world, any player can play music purchased from any store, and any store can sell music which is playable on all players. This is clearly the best alternative for consumers, and Apple would embrace it in a heartbeat. If the big four music companies would license Apple their music without the requirement that it be protected with a DRM, we would switch to selling only DRM-free music on our iTunes store. Every iPod ever made will play this DRM-free music."
The sounds of rejoicing would never cease if such a world existed. Think about it. The iTunes Store has been wildly successful, but people still don't like the FairPlay Digital Rights Management (DRM) software that restricts how a file is played. All digital music files acquired from the iTunes Store have the DRM, and people can authorize up to five computers to play that file on, but only iPods can play those files. That means that people who own an MP3 player made by another company such as Creative, Sony, or another manufacturer are out of luck if they want to listen to music they’ve bought from the iTunes Store. And people are already taking notice. Apple is facing an anti-trust lawsuit here in the United States, and last mothe a court in Norway ruled that the FairPlay DRM is illegal.
As Steve Jobs said in his essay, he would love to be able to sell DRM-free music on the iTunes Store. I am sure Microsoft would love to as well, and Yahoo, and... well, just about every major digital music store that sells music licensed by the Big Four. So who is this Big Four that Steve Jobs speaks about? The Big Four are the four major media companies that own most of the record labels in the world: Sony BMG, Warner Entertainment, Universal Entertainment, and EMI. They, along with the RIAA, are responsible for things like DRMs and anti-piracy software and other nonsense that makes life for the average consumer harder than it needs to be. Remember the fiasco with Sony BMG’s copy protection software? Or their payola settlement? Yeah, I do too. As compact disc sales drop the huge media conglomerates are scrambling to try to find a way to stop losing money. The problem is the money-grubbing executives running these companies. As we saw with Sony BMG, they will do anything to try to make a buck, including illegal activity.
So what is the solution? Either regulate the industry (a though that makes me want to throw up), or stop buying from these assholes. I like the second idea a lot, which is why I go out of my way to give my money to the independent labels like Abacus, Stones Throw, and Rykodisc. Once the majors figure out the money is not in the manufacture of CDs, they will instead put their resources into distribution. Most of the independent labels in the US have distro deals with a major label, so it works out for everyone. Until the independents become the majors, and then all of this bullshit starts over again.
It all comes down to this: if the Big Four want to survive in this new digital world, they need to adapt. And they are going to have to make some initial sacrifices in order to adapt. If they hold on to this DRM thing, they are going to piss enough people off that they will eventually fall. It would behoove them to license music without the ridiculous DRM requirement if they want to start making more money. It would also behoove them to ditch RIAA, although I don't believe that will happen any time soon. No matter what happens, they need to realize that the old way of doing things will no longer work, and it is time to look ahead. There is a reason why record labels like Trustkill and Victory are selling so many records, and it's not just the bands they sign.
Sunday, February 11, 2007
Back To The Old School
Soundtrack: Public Warning by Lady Sovereign
As you know I love all aspects of typography, including studying it’s origins. I came across this wonderful example of turn-of-the-century typography while doing my usual surfing. For those not in the know, Frederic Goudy is the father of some of the most elegant typefaces ever seen. Have you used Copperplate Gothic lately? Then you know Goudy's work. Typographers used to create catalogs of their work, a practice that is still done today, only digitally. Another thing that is different is how typefaces are sold. These days it's by the face (or by the family), but it looks like back in the day type used to come by the pound. Kinda like fish!
As you know I love all aspects of typography, including studying it’s origins. I came across this wonderful example of turn-of-the-century typography while doing my usual surfing. For those not in the know, Frederic Goudy is the father of some of the most elegant typefaces ever seen. Have you used Copperplate Gothic lately? Then you know Goudy's work. Typographers used to create catalogs of their work, a practice that is still done today, only digitally. Another thing that is different is how typefaces are sold. These days it's by the face (or by the family), but it looks like back in the day type used to come by the pound. Kinda like fish!
Saturday, February 10, 2007
Don't Ever Ask
Soundtrack: “Satisfaction” by The Rolling Stones
If anyone ever tells you that patience does not pay off, they are fools and you should probably not listen to them. Ever.
Case in point: my career in graphic design has been a point of contention for many people. I have had friends flat out tell me I will never be successful in this field so I should not even try.
And they were wrong.
Case in point: I now work for a multimedia and design firm that will most definitely make my career. In fact, there is more a 75% chance that this job will make my career. And here is why: it is different than any other design company on the planet. Sure, every design firm is “different”. But usually this difference is trivial and in the end the product is the same. The company I work for is called NeverAsk. I think that is a cool name, personally, and the idea behind it is just as cool, if not cooler. The company is dedicated to creating realities that are different than the norm. From interactive and game design to graphic design, NeverAsk does things differently. Everyone in this group of people have distinct and unique personalities. It is what makes this company so great, and it is what will make it so successful.
If I sound like a walking advertisement, I apologize. I am sure those of you who know how long I have waited to enter into this industry outside of the freelance work I have been doing are excited for me. And I have to say, I am excited for me as well.
Speaking of “this industry”, things are pretty exciting for the design world. While there are some big problems like bad typography, bad layout, and overall bad attitudes about design, these problems have caused the real designers in the world to push for stricter design guidelines across the board. And I think I echo many people when I say the following: if you are a bad designer, you aren't a real designer and you should just stop trying. Seriously. Stop fucking things up for those of us who actually have an ounce of talent. Stop exploiting your hobby, which you should probably stop doing as a hobby. And stop using god awful typefaces like Arial, Verdana, and Comic Sans. Arial is a poor bastardization of Helvetica (with some nods to Monotype Grotesque thrown in). Verdana was made strictly for screen, and it's not even very good for that application. And Comic Sans is just... wrong.
Anyway, enough of the tirade. What matters is that there are people like NeverAsk out there trying to put an innovative face on an industry that remained stagnant for so long.
If anyone ever tells you that patience does not pay off, they are fools and you should probably not listen to them. Ever.
Case in point: my career in graphic design has been a point of contention for many people. I have had friends flat out tell me I will never be successful in this field so I should not even try.
And they were wrong.
Case in point: I now work for a multimedia and design firm that will most definitely make my career. In fact, there is more a 75% chance that this job will make my career. And here is why: it is different than any other design company on the planet. Sure, every design firm is “different”. But usually this difference is trivial and in the end the product is the same. The company I work for is called NeverAsk. I think that is a cool name, personally, and the idea behind it is just as cool, if not cooler. The company is dedicated to creating realities that are different than the norm. From interactive and game design to graphic design, NeverAsk does things differently. Everyone in this group of people have distinct and unique personalities. It is what makes this company so great, and it is what will make it so successful.
If I sound like a walking advertisement, I apologize. I am sure those of you who know how long I have waited to enter into this industry outside of the freelance work I have been doing are excited for me. And I have to say, I am excited for me as well.
Speaking of “this industry”, things are pretty exciting for the design world. While there are some big problems like bad typography, bad layout, and overall bad attitudes about design, these problems have caused the real designers in the world to push for stricter design guidelines across the board. And I think I echo many people when I say the following: if you are a bad designer, you aren't a real designer and you should just stop trying. Seriously. Stop fucking things up for those of us who actually have an ounce of talent. Stop exploiting your hobby, which you should probably stop doing as a hobby. And stop using god awful typefaces like Arial, Verdana, and Comic Sans. Arial is a poor bastardization of Helvetica (with some nods to Monotype Grotesque thrown in). Verdana was made strictly for screen, and it's not even very good for that application. And Comic Sans is just... wrong.
Anyway, enough of the tirade. What matters is that there are people like NeverAsk out there trying to put an innovative face on an industry that remained stagnant for so long.
Sunday, February 04, 2007
Almost There... Almost There...
Soundtrack: “Disquiet” by Stavesacre
I am pretty sure everything is going to be OK. Even though more bad shit happened to me in the first month of 2007 than the first six months of 2006.
But I think things are going to be OK. I don't know that for certain, but I'm taking that leap of faith and putting hope in this year. It's all taken shape so fast, without warning. I don't think everything that has happened in the last week has had a chance to completely sink it yet, but it will. And one thing is certain, and that thing is my career in graphic design.
It's funny in an odd way how things never quite happen how I imagine they will be. I was approached by some friends of mine I know from my favorite coffee shop haunt. They wanted me to be involved in a design venture they were cooking up. I said yes, but I didn't really take it seriously. They were persistent, though, and this past week deals were struck and contracts were put into place and now I have a job with an up and coming multimedia and design firm doing web design for a client who is willing to spend ridiculous amounts of money. I like that idea. And as I said before, it hasn't quite sunk in yet.
Especially after I get my first paycheck.
More on that at 10.
I am pretty sure everything is going to be OK. Even though more bad shit happened to me in the first month of 2007 than the first six months of 2006.
But I think things are going to be OK. I don't know that for certain, but I'm taking that leap of faith and putting hope in this year. It's all taken shape so fast, without warning. I don't think everything that has happened in the last week has had a chance to completely sink it yet, but it will. And one thing is certain, and that thing is my career in graphic design.
It's funny in an odd way how things never quite happen how I imagine they will be. I was approached by some friends of mine I know from my favorite coffee shop haunt. They wanted me to be involved in a design venture they were cooking up. I said yes, but I didn't really take it seriously. They were persistent, though, and this past week deals were struck and contracts were put into place and now I have a job with an up and coming multimedia and design firm doing web design for a client who is willing to spend ridiculous amounts of money. I like that idea. And as I said before, it hasn't quite sunk in yet.
Especially after I get my first paycheck.
More on that at 10.
Thursday, February 01, 2007
Thinking About Type
Soundtrack: “Bayonetwork: Vultures In Vivid Color” by Norma Jean
Let’s talk about typography. Because it's important that we do.
Back some time ago Joe was giving me grief about being a typophile, and he said something along the lines of “I don't obsess about what font I use.” That statement has stayed with me for this entire time and in fact it has actually bothered me. And I think I now know why. Our world is filled with people who do not care about good typography, and that scares me because as a result it means they are saying they do not care about communication or language.
That’s why I am here, to once more make people care about these things.
First off we need to establish some proper terminology and vocabulary. The typeface that this blog is formatted with is not a font. Nor is a font another way of saying typeface. Do not tell me to change the font because I won’t. Instead tell me to try a different typeface. Because I can do that.
Now that we have some proper groundwork laid down, let’s talk about why typography is important. Typography is the way that words are visually communicated to the reader. In the old days people would write things like letters by hand. If you wanted something typeset you took it to a typesetter. The typesetter knew his trade and therefore you didn't have to know about typography. A little later typewriters came along, but nobody had to worry about typeface selection because there was one, and it was monospaced so nobody had to know about kerning or tracking or any of that. And then the personal computer was invented. So now we live in an age where everyone in some way is an author of communication and it is important that everyone be able to communicate properly.
What does this mean?
It means you have to learn something, Einstein. It means you need to become educated in how to properly communicate to the masses, and to do that you need to learn about typography. Why do you need to do that? Because you don't have the typesetter anymore. You have a computer. You have an available internet connection. You are ready to start bringing your ideas to the masses. So do it the right way.
I am not going to go through everything you need to know here. It would take far too long and I just don't have the time. But I will show you. There are many great web sites out there that can tell you about typography. Thinking With Type is one of them, and I think the best. It skips the history lesson and goes straight into the nuts and bolts. It tells you what you need to know about properly using typography. And it even has links. So go there. Drink in their wonderful knowledge. And use it, for goodness sake. You don't need to go overboard and make all of your emails works of design genius, but at least try to make your website look like it wasn't designed a five year old. Because I don't know if I told you this or not, but... it totally does.
Let’s talk about typography. Because it's important that we do.
Back some time ago Joe was giving me grief about being a typophile, and he said something along the lines of “I don't obsess about what font I use.” That statement has stayed with me for this entire time and in fact it has actually bothered me. And I think I now know why. Our world is filled with people who do not care about good typography, and that scares me because as a result it means they are saying they do not care about communication or language.
That’s why I am here, to once more make people care about these things.
First off we need to establish some proper terminology and vocabulary. The typeface that this blog is formatted with is not a font. Nor is a font another way of saying typeface. Do not tell me to change the font because I won’t. Instead tell me to try a different typeface. Because I can do that.
Now that we have some proper groundwork laid down, let’s talk about why typography is important. Typography is the way that words are visually communicated to the reader. In the old days people would write things like letters by hand. If you wanted something typeset you took it to a typesetter. The typesetter knew his trade and therefore you didn't have to know about typography. A little later typewriters came along, but nobody had to worry about typeface selection because there was one, and it was monospaced so nobody had to know about kerning or tracking or any of that. And then the personal computer was invented. So now we live in an age where everyone in some way is an author of communication and it is important that everyone be able to communicate properly.
What does this mean?
It means you have to learn something, Einstein. It means you need to become educated in how to properly communicate to the masses, and to do that you need to learn about typography. Why do you need to do that? Because you don't have the typesetter anymore. You have a computer. You have an available internet connection. You are ready to start bringing your ideas to the masses. So do it the right way.
I am not going to go through everything you need to know here. It would take far too long and I just don't have the time. But I will show you. There are many great web sites out there that can tell you about typography. Thinking With Type is one of them, and I think the best. It skips the history lesson and goes straight into the nuts and bolts. It tells you what you need to know about properly using typography. And it even has links. So go there. Drink in their wonderful knowledge. And use it, for goodness sake. You don't need to go overboard and make all of your emails works of design genius, but at least try to make your website look like it wasn't designed a five year old. Because I don't know if I told you this or not, but... it totally does.
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