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30:36 And but, I mean, they're still I think I looked it up the other day. It's 2 2 thirds or 3 quarters of all people in the United States that own a smartphone own an iPhone. Even with them doing those kinds of things, like being willing to pay into that.
10:23 And I think that's one of the things that they do actually very well, like to a extreme degree is they make you they make this feeling that you have this elite item, like you are part of the select. You are part of the top 1% of the 1% of the 1% even though the 3 quarters of people have that. It they their marketing is so beyond anything else that there's this perception, like, the that word that I keep coming back to that it's the top line thing, but it's available to you, and it's available to everyone. But that is done through a ton of exclusionary business practices that I'm not sure I really