Today the underpriced attention is.

1998 Wine Library, my dad's liquor store had 150,000 people on its email newsletter

and had 91.3% open rates.

Google AdWords, when they came out,

I bought every wine term, people forget,

but they were five cents floor for about eight months

or so before 10 cents became the floor.

And literally I owned every word word from wine itself to Silver Oak

to Chateau Lafite and I was able to build a very large business for my dad with

very little capital because I was able to understand where the underpriced attention was and I was able to understand where the underpriced attention was,

and I was able to understand how to fill that underpriced attention with the creative.

Good to have you here, Gary.

It is truly an honor for me personally. I don't know if you remember. I think we brought it up.

We've brought it up, we're probably not in a long time. About 15 years ago when you have my library and my brother and I were starting our alcohol

brand V, not to be confused with V, but we could have been partners maybe back then.

We reached out to you and so it's an honor to share a stage with you and a couple of adult

beverage guys. Congrats on everything. Thank you. It's really nice to be with

everybody. You're part of the last panel but one of the things that I really have always respected a ton about you is the kind of a grit and the hustle, and it doesn't have to be burn-up, but per the last panel, it was really interesting and kind of think that those were some of the qualities

that I think you really embody.

So anyways, moving to the future, what are kind of industries or areas that you think are really going to be

disrupted in in the next five years? Like what will surprise us or what do you think

no one kind of sees coming right now? You know it's ironic given you know the makeup of the room in here I

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