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We kind of made a decision that we were going to refer to it as the base of the pyramid starting around 2000 and 2001 simply because you know, you get push back about this idea, the bottom of the pyramid, sounds kind of pejorative. So base of the pyramid you know, it's kind of the foundation of the human pyramid and it still follows you know, the acronym BOP, so this BOP now has become a buzzword. So we've kind of gone with that as the base of the pyramid rather than the bottom of the pyramid and we started something called the base of the pyramid learning laboratory in 2000, it's a consortium of large corporations, NGOs, multilaterals and others who are interested in... how do we think about a commercial approach, an entrepreneurial approach to serving those in the base of the pyramid, in lifting the base of the pyramid, creating sustainable livelihoods in the base of the pyramid in a way that's profitable but also environmentally sustainable and culturally appropriate. And so that learning lab now has moved here to Cornell and there are you know, 10 or more learning labs around the world at different universities you know, in Africa and China and Latin America and India and so forth. So it's become somewhat of a burgeoning idea and when that happens, you begin to get pushback.