paul sweeney, jason the land here to break it down. here is the guy who creates this magic word paul, is it worth it? paul: for most advertisers, it is worth it. if you are a big brand advertiser, car company, beer company, you have to have your brand out there in the biggest venues. of course, the super bowl is the biggest of all venues. that is all about branding. every year, we have these tech companies or companies that come out of nowhere and try to break through the clutter and blow the entire marketing budget on 130 -- on one 30-second spot. there are a good jillion places to put your ads. the super bowl still works for a lot of people. david: jason, you had four ads. is there ever a time where you could say, you know what, it is not really worth the money?