Brilliant post WBeacham! Thanks for taking the time and effort to share your thoughts. I believe Dr. Koneru recognizes the leverage and profit potential an investment in BIEL can provide to Viant. It also has the HUGE advantage where Dr. Koneru and Viant can influence the BIEL PPS, simply by generating a couple hundred thousand dollars of additional revenue each quarter, and in return being rewarded with an astronomical return on their investment.