“It was less of a negotiation. He stated. He put down a price. He said he wanted to close the deal by the end of the year. So, it was like late November, so he said "Go quickly, and we can get this done. It will be cash and by the end of the year." He was very explicit about that. There was no room to really move around in terms of money. A lot more of it was him learning about us as people where they would fit into Apple, learning about advertising from us, and just us learning about his standards in terms of user experience and the Apple culture, the like.”