taking your child to the multiplex, and you look up on the big multiplex board, and there's little mermaid, and there's matrix, and they're both rated the same thing. how can you possibly judge? so at marvel, we felt that it was very inconsistent. it was probably more dangerous. people don't even know what the seal means anymore. it's become irrelevant. i mean, the mother on the-- a mother on the street who brings her child into a comic shop, who, you know, shows her child a comic, has no idea what that little scallop demon means or says. you know, for all they-- mean, it's good paper. they have have no idea. so we felt that it was-- first of all, it was time to get out, okay. it was stodgy. it was old. it's--it just felt dirty, to be honest with you. so what we're doing at marvel is, we're saying, "you know what? "if the book has no marking on it at all, "it's kid-friendly. "just get it; it's fine. "if it's not kid-friendly, we're going to tell you. we're going to tell you what's in the book." as a responsible publisher, that's what we're going to try to do. joe, excuse me, but didn't kma