>> Narrator: Live from Las Vegas, it's The Cube, covering AWS re:Invent 2017. Presented by AWS, Intel, and our ecosystem of partners. >> Bob: It's actually a little quieter here. >> Hey, welcome back to AWS re:Invent 2017. I am Lisa Martin. We're all very chatty. You can hear a lot of chatty folks behind us. This is day two of our continuing coverage. 42,000 people here, amazing. I'm Lisa Martin with my co-host Keith Townsend, and we're very excited to be joined by a Cube alumni Bob Muglia, CEO and President of Snowflake. >> Thank you. >> Lisa: Welcome back. >> Thank you, good to be back. >> And Kelly Mungary, the Director of Enterprise Data and Analytics from Lionsgate. A great use case from Snowflake. Thanks so much guys for joining us. So one of the hot things going on today at the event is your announcement Bob with AWS and Snowpipe. What is Snowpipe? How do customers get started with it? >> Great, well thanks. We're excited about Snowpipe. Snowpipe is a way of ingesting data into Snowflake in a streaming, continuous way. You simply can drop new data that's coming in into S3 and we'll ingest it for you automatically. Makes that super, super simple. Brings the data in continuously into your data warehouse, ensuring that you're always up to date and your analysts are getting the latest insights and the latest data. >> So, when you guys were founded, about five years ago, as the marketing says on your website, a complete data warehouse built for the Cloud. What was the opportunity back then? What did you see that was missing, and how has Snowflake evolved to really be a leader in this space? >> So you know, if you go back five years this was a time frame where no SQL was the big rage, and everybody was talking about how SQL was passe and it's something that you're not see in the future. Our founders had a different view, they had been working on true relational databases for almost 20 years, and they recognized the power of SQL and relational technology but they also saw that customers were experiencing significant limits with existing technology, and those limits really restricted what people could do. They saw in the Cloud and what Amazon had done the ability to build a all new database that takes advantage of the full elasticity and power of the Cloud to deliver whatever set of analytics capabilities that the business requires. However much data you want, however many queries simultaneously. Snowflake takes what you love about a relational database and removes all the limits, and allows you to operate in a very different way. And our founders had that vision five years ago, and really successfully executed on it. The product has worked beyond our dreams, and our customers, our response from our customers is what we get so excited about. >> So, the saying is "Data is the new oil". However, just as oil is really hard to drill for and find, finding the data to service up, to even put in a data lake to analyze has been a challenge. How did you guys go about identifying what data should even be streamed to Snowpipe? >> Well, yeah, that's a great question. I mean, in entertainment today, we're experiencing probably like in pretty much every type of business. A data explosion. We have, you know, streaming is big now. We have subscription data coming in, billing data, social media data, and on and on. And the thing is, it's not coming in a normal, regular format. It's coming in what we call a semi-structured, structured, json, xml. So, up until Snowflake came onto the scene with a truly Cloud based SAAS solution for data warehousing pretty much everyone was struggling to wrangle in all these data sets. Snowpipe is a great example of one of the avenues of bringing in these multiple data sets, merging them real time, and getting the analytics out to your business in an agile way that has never been seen before. >> So, can you talk a little bit about that experience? Kinda that day one up, you were taking these separate data sources, whether it's ERP solution, data from original content, merging that together and then being able to analyze that. What was that day one experience like? >> Well, you know, I gotta tell you, it evolves around a word, that word is "Yes", okay? And data architects and executives and leaders within pretty much every company are used to saying, "We'll get to that" and "We'll put it on the road map", "We could do that six months out", "Three months out". So what happened when I implemented Snowflake was I was just walking into meetings and going, "Yes". "You got it". "No worries, let's do it". >> Lisa: It liberated. >> Well, it's changes, it's not only liberating, it changes the individual's opportunities, the team's opportunities, the company's opportunities, and ultimately, revenue. So, I think it's just an amazing new way of approaching data warehousing. >> So Bob, can you talk a little bit about the partnership with AWS, and the power to bring that type of capability to customers? Data lakes are really hard to do that type of thing run a query against to get instant answers. Talk about the partnership with AWS to bring that type of capability. >> Well Amazon's been a fantastic partner of ours, and we really enjoy working with Amazon. We wind up working together with them to solve customer problems. Which is what I think is so fantastic. And with Snowflake, on top of Amazon, you can do what Kelly's saying. You can say yes, because all of a sudden you can now bring all of your data together in one place. Technology has limited, it's technology that has caused data to be in disparate silos. People don't want their data all scattered all over the place. It's all in these different places because limits to technology force people to do that. With the Cloud, and with what Amazon has done and with a product like Snowflake, you can bring all of that data together, and the thing that's interesting, where Kelly is going, is it can change the culture of a company, and the way people work. All of a sudden, data is not power. Data is available to everyone, and it's democratizing. Every person can work with data and help to bring the business forward. And it can really change the dynamics about the way people work. >> And Kelly, you just spoke at the multi-city Cloud Analytics Tour that Snowflake just did. You spoke in Santa Monica, one of my favorite places. You talked about a data driven culture. And we hear data driven in so many different conversations, but how did you actually go about facilitating a data driven culture. Who are some of the early adopters, and what business problems have you been able to solve by saying yes? >> Well, I can speak entertainment in general. I think that it's all about technology it's about talent, and it's about teaching. And with technology being the core of that. If we go back five years, six years, seven years, it was really hard to walk into a room, have an idea, a concept, around social media, around streaming data, around billing, around accounting. And to have an agile approach that you could bring together within a week or so forth. So what's happening is, now that we've implemented Snowflake on AWS and some of the other what I call dream tools on top of that. The dream stack, which includes Snowflake. It's more about integrating with the business. Now we can speak the same language with them. Now we can walk into a room and they're glad to see me now. And at the end of the day, it's new, it's all new. So, this is something that I say sometimes, in kidding, but it's actually true. It's as if Snowflake had a time traveler on staff that went forward in the future ten years to determine how things should be done in the big data space, and then came back and developed it. And that's how futuristic they are, but proven at the same time. And that allows us to cultivate that data driven culture within entertainment, because we have tools and we have the agile approach that the business is looking for. >> So, Kelly, I'm really interested, and I love the concept of making data available to everyone. That's been a theme of this conference from the keynote this morning, which is putting tools in builder's hands, and allowing builders to do what they do. >> Kelly: That's right. >> And we're always surprised at what users come back with. What's one of the biggest surprises from the use cases, now that you've enabled your users. >> Well, I'm gonna give you one that's based on AWS and Snowflake. A catch phrase you hear a lot of is "Data center of excellence", and a lot of us are trying to build out these data centers of excellence, but it's a little bit of an oxymoron to the fact that a data center of excellence is really about enabling your business and finding champions within marketing, within sales, within accounting, and giving them the ability to have self-service business intelligence, self-service data warehousing. The kinds of things that, again, we go back five, six years ago, you couldn't even have that conversation. I'll tell you today, I can walk into a room, and say, "Okay, who here is interested in learning "about data warehousing?". And there'll be somebody, "Okay, great". Within an hour, I'll have you being dangerous in terms of setting up, standing up, configuring and loading a data warehouse. That's unheard of, and it's all due to Snowflake and their new technology. >> I'd love to understand Bob, from your perspective. First of all, it sounds like you have a crystal ball according to Kelly, which is awesome. But second of all, collaboration, we talked about that earlier. Andy Jassy is very well known and very vocal about visiting customers every week. And I love their bottom, their backwards approach to, before building a product, to try to say, "What problem can we solve?". They're actually working with customers first. What are their requirements? Tell me a little bit Bob about the collaboration that Snowflake has with Lionsgate, or other customers. How are they helping to influence your crystal ball? >> You know what, this is where I think what Amazon has done, and Andy has done a fantastic job. There's so much to learn from them, and the customer centricity that Amazon has always had is something that we have really focused to bring into Snowflake, and really build deeply into our culture. I've sort of said many, many times, Snowflake is a value space company. Our values are important to us, they're prominent in our website. Our first value is we put our customer's first. What I'm most proud of is, every customer who has focused on deploying Snowflake, has successfully deployed Snowflake, and we learn from them. We engage with them. We partner with them. All of our customers are our partners. Kelly and Lionsgate are examples of customers that we learn from every day, and it's such a rewarding thing to hear what they want to do. You look at Snowpipe and what Snowpipe is, that came from customers, we learned that from customers. You look at so many features, so many details. It's iterative learning with customers. And what's interesting about that, it's listening to customers, but it's also understanding what they do. One of the things that's interesting about Snowflake is is that as a company we run Snowflake on Snowflake. All of our data is in Snowflake. All of our sales data, our financial data, our marketing data, our product support data, our engineering data. Every time a user runs a query, that query is logged in Snowflake and intrinsics about it are logged. So what's interesting is because it's all in one place, and it's all accessible, we can answer essentially any question, about what's been done. And then, driving the culture to do that is an important thing. One of the things I do find interesting is, even at Snowflake, even at this data centered company, even where everything is all centralized, I still find sometimes people don't reference it. And I'm constantly reinforcing that your intuition, you know, you're really smart, you're really intuitive, but you could be wrong. And if you can answer the question based on what's happened, what your customers are doing, because it's in the data, and you can get that answer quickly, it's a totally different world. And that's what you can do when you have a tool with the power of what Snowflake can deliver, is you could answer effectively any business question in just a matter of minutes, and that's transformative, it's transformative to the way people work, and that, to me, that's about what it means to build a data driven culture. Is to reinforce that the answer is inside what customers are doing. And so often, that is encapsulated in the data. >> Wow, your energy is incredible. We thank you so much Bob and Kelly for coming on and sharing your story. And I think a lot of our viewers are gonna learn some great lessons from both of you on collaboration on transformations. So thanks so much for stopping by. >> Yeah. >> Thank you so much, we really enjoyed it. Thanks a lot. >> Likewise, great to meet you. >> Thanks Kelly. >> Thank you. >> For my co-host Keith Townsend, and for Kelly and Bob, I am Lisa Martin. You've been watching The Cube, live on day two, continuing coverage at AWS re:Invent 2017. Stick around, we have great more guests coming up. (upbeat music)

>> Narrator: Live from Las Vegas, it's the Cube, covering VMWorld 2017. Brought to you by VMWare and its ecosystem partners. (bright music) >> Hi, I'm Stu Miniman with the Cube, here with my guest host, Justin Warren. Happy to have a returning Cube alum, but in a different role then we had. It's been a few years. Tal Klein, who is the author of The Punch Escrow. >> Au-tor, please. No, I'm just kidding. (laughing) Tal, thanks so much for joining us. It's great for you to be able to find time to hang out with the tech geeks rather than all the Hollywood people that you've been with recently. (laughing) >> You guys are more interesting. (laughing) >> Well thank you for saying that. So last time we interviewed you, you were working for a sizable tech company. You were talking about things like, you know, virtualization, everything like that. Your Twitter handle's VirtualTal. So how does a guy like that become not only an author but an author that's been optioned for a movie, which those of us that, you know, are geeks and everything are looking at, as a matter of fact, Pac Elsiger this morning said, "we are seeing science fiction become science fact." >> That's right. >> Stu: So tell us a little of the journey. >> Yeah, cool, I hope you read the book. (laughing) I don't know, the journey is really about marketing, right? Cause a lot of times when we talk about virtual, like, in fact last time I was on the Cube, we were talking about the idea that desktops could be virtual. Cause back then it was still this, you know, almost hypothetical notion, like could desktops be virtual, and so today, you know, so much of our life is virtual. So much of the things that we do are not actually direct. I was watching this great video by Apple's new augmented reality product, where you sit in the restaurant and you look at it with your iPad, and it's your plate, and you can just shift the menu items, and you see the menu items on your plate in the context of the restaurant and your seat and the person you're sitting across from. So I think the future is now. >> Yeah, it reminds of, you know, the movie Wall-E, the animated one. We're all going to be sitting in chairs with our devices or Ready Player One, you know, very popular sci-fi book that's being done by Speilberg, I believe. >> Yes, yeah, very exciting. >> Tell us a little bit about your book, you know, we talked, when I was younger and used to read a lot of sci-fi, it was like, what stuff had they done 50 years ago that now's reality, and what stuff had they predicted, like, you know, we're going to go away from currency and go digital currency, and it's like we're almost there. But we still don't have flying cars. >> Yeah, we're, I mean, the main problem with flying cars is that we need pilots. And I think actually we're very close to flying cars, cause once we have self-driving vehicles and we no longer need to worry about it being a person behind the joystick, then we're in really good shape. That's really the issue, you know, the problem with flying cars is that we are so incompetent at driving and or flying. That's not our core competency, so let's just put things that do understand how to make those things happen and eliminate us from the equation. >> Everything is a people problem. >> Yeah, so when I wrote the book, Punch Escrow, Punch Escrow, (laughing) when I wrote the book, I really thought about all the things that I read growing up in science fiction, you know, things like teleportation, things like nanotechnology, things like digital currency, you know, how do we make those, how do we present those in a viable way that doesn't seem too science fictiony. Like one of the things I really get when people read the book is it feels really near-future, even though it's set like 100 plus years in the future, all the concepts in it feel very pragmatic or within reach, you know? >> Yeah, absolutely. It's interesting, we look at, you know, what things happen in a couple of years and what things take a long time. So artificial intelligence, machine learning, it's not like these are new concepts, you know? I read a great book by, you know, it was Isaacson, The Innovators. You go back to like Aida Lovelace, and the idea of what a machine or computer would be able to do. So 100 years from now, what's real, what's not real? We still all have jobs or something? >> We have jobs but different. Remember, I don't know if you're a historian, but back in the industrial age, there was a whole bunch of people screaming doom and gloom. In fact, if we go way back to the age of the Luddites, who just hated machines of any kind. I think that in general, we don't like, you know, we're scared of change. So I do think a lot of the jobs that exist today are going to be done by machines or code. That doesn't mean the jobs are going away. It means jobs are changing. A lot of the jobs that people have today didn't exist in the industrial age. So I think that we have to accept that we are going to be pragmatic enough to accept the fact that humans will continue to evolve as the infrastructure powering our world evolves, you know? We talk about living in the age of the quantified self, right? There's a whole bunch that we don't understand how to do yet. For example, I can think of a whole industry that tethers my FitBit to my nutrition. You know, like there's so much opportunity that for us to say, oh that's going to be the end of jobs, or the end of innovation or the end of capitalism, is insane. I think this just ushers in a whole new age of opportunity. And that's me, I'm just an optimist that way, you know. >> So the Luddites did famously try to destroy the machines. But the thing is, the Luddites weren't wrong. They did lose their jobs. So what about the people whose jobs are replaced, as you say net new, there's a net new number of jobs. But specific individuals, like people who manufacture cars for example, lose their jobs because a robot can do that job safer and better and faster than a human can do it. So what do we do with those humans? Because how do we get people to have new jobs and retrain themselves? >> I address some of these notions in the book. For example, one of the weird things that we're suffering from is the lack of welders in society today, cause welding has become this weird thing that we don't think we need people for, so people don't really get trained up in it because, you know, machines do a lot of welding but there's actually specialty welding that machines can't do. So I think the people who are really good at the things that they do will continue to have careers. I think their careers will become more niche. Therefore they'll be able to create, to demand a higher wage for it because almost like a carpenter, you know, a specialist carpenter will be able to earn a much higher wage today by having fewer customers who want really custom carpentry versus things that can be carved up by a machine. So I think what we end up seeing is that it's not that those jobs go away. It's they become more specialized. People still want Rolls Royces. People still want McLarens. Those are not done by machines. Those are hand-made, you know? >> That's an interesting point, so the value of something being hand-made becomes, instead of it being a worse product, it's actually- >> Tal: That's a big concept in the book. >> Oh okay, right. >> A big concept in the book is that we place a lot of value on the uniqueness of an object. And that parlays in multiple ways. So one of the examples that I use in the book is the value of a Big Mac actually coming from McDonald's. Like, you can make a Big Mac. We know the recipe for a Big Mac. But there is a weird sort of nacent value to getting a Big Mac from McDonald's. It's something in our brain that clicks that tethers it to an originality. Diamonds, another really good example. Or you know, we know there's synthetic diamonds. We still want the ones that get mined in the cave. Why? We don't know. Right, they're just special. >> Because De Beers still has really good marketing. (laughing) >> So I think there's- >> That's interesting, so the concept of uniqueness, which again comes to scarcity and so on. As an author, someone who is no doubt, signed a lot of his book, that means that that book is unique because it's signed by the author, unlike something which is mass produced and there is hopefully thousands and thousands of copies that you sell. >> Going into this, I actually thought about that a lot. And that's why I've created like multiple editions of the book. So like the first 500 people who pre-ordered it, they get like a special edition of the book that's like stamped and all this kind of stuff. I even used different pens. (laughs) I appreciate that because I'm also a collector. I collect music, I collect books. And you know, so I see those aspects in myself. So I know what I value about them, you know? >> And the crossover between music and books is interesting. So as someone who has a musical background, I know that there's a lot of musicians who'll come out with special editions, and you know, because this is an age where we can download it. You can download the book. Do you think there is something, is there something that is intrinsic to having a physical object in a virtual world? >> I think to our generation, yes. I'm not so sure about millennials, when they grow up. But there are, for example, I'm going to see U2 next week, I'm very lucky to see that. But part of the U2 buying experience, to get access to the presale, you need to be part of their fan club. To be a part of their fan club, you need to get, you get like a whole bunch of limited edition posters, limited edition vinyl, and all this kind of stuff. So there's an experience. It's no longer just about going to see U2 at a concert. There's like the entire package of you being a special U2 fan. And they surround it with uniqueness. It's not necessarily limited, but there's an enhanced experience that can't just be, it's not just about you having a ticket to a single concert. >> Justin: Yeah, okay. >> I'm curious, the genre, if you'd call it, is hard science fiction. >> Yes. >> The challenge with that is, you know, what is an extension of what we're doing, and what is fiction? And people probably poke at that. Have you had any interesting experience, things like that? I mean, I've listened to a lot of stuff like Andy Weir, like let the community give feedback before he created the final The Martian. (laughing) But so yeah, what's it like, cause we can, the geeks can be really harsh. >> Yes, I've learned from my Reddit experience that, so what's really funny about it is the first draft of this novel was hard as nails. It was crazy. And my publisher read it, and it would have made all the hard science fiction guys super happy. My publisher read it, he was like, you've written a really great hard science fiction book, and all five people who read it are going to love it. (laughing) You know, but like, I came here with my buddy Danny. He couldn't even get through the first three pages of it. He's like, he wanted to read it. So part of working through the editorial process is saying, look, I care a lot about the science because one of my deep goals is to write a STEM-oriented book that gets people excited about technology and present the future as not a dystopian place. And so I wanted the science to be there and have a sort of gravity to the narrative. But yeah, it's tough. I worked with a physicist, a biologist, a geneticist, an anthropologist, and a lawyer. (laughs) Just to try to figure out, how do we carve out, you know, what does the future look like, what does the evolution of each individual sciences, we talked about the mosquitoes, right? You know, we're already doing a lot of crazy stuff with mosquitoes. We're modifying them so that the males mate with females that carry the Zika virus, you know, give birth to offspring that never reach maturity. I mean, this is just crazy, it's science fiction. And now that they're working on modifying female mosquitoes into vaccine carriers instead of disease carriers. I mean, this is science fiction, right? Like who believes this stuff? It's crazy. >> Christopher is amazing. >> Yeah, I've loved, there's been a bunch of movies recently that have kind of helped to educate on STEM some, you know, Martian got a lot of people excited, you know, Hidden Figures, the one that I could being my kids that are teenagers now into it and they get excited, oh, science is great. So the movie, how much will you be involved? You know, what can you share about that experience, too, so far? >> It's been, it's very surreal. That's the word is use to describe it, the honest, god's honest truth, I mean. I've been very lucky in that my representation in Hollywood is this rock-solid guy called Howie Sanders. And he's this bigger-than-life Hollywood agent guy. He's hooked me up, we've made a lot of business decisions that we're focused less on the money and more on the team, which is nice to be, like when you're in your 40s and you're more financially settled, you're not in the kind of situation where you might be in your 20s and just going to sign the first deal that people give you. So we really focused on hooking up with like the director, James Bovin is, you know, he's the guy who co-created Flight of the Concords. He did the Muppets movie, you know, Alice Through the Looking Glass. Really professional guy but also really understands the tone of the book, which is like humorous, you know, kind of sarcastic. It's not just about the technology. It's also about the characters. Same thing with the production team. The two producers, Mandeville Productions, I was just talking to Todd Lieberman, and we're talking about just what is augmented reality, like how does it look like on the screen? So I'm not- >> It's not going to look like Blade Runner is what I'm hearing. >> (laughs) I don't know. It's going to look real. I imagine, I don't know, they're going to make whatever movie they're going to make, but their perspective, one of the things we talked about is keeping the movie very grounded. Like you know, one of the big questions they ask first going into it is before we even had any sort of movie discussions is like is this more of like a Looper, Gattica, or District Nine, or is it more like The Fifth Element, you know, I mean, is it like, do you want it to be this sort of grounded movie that feels authentic and real and near future or do you want this to be like completely alien and weird and out of it. And the story is more grounded. So I think a lot, hopefully what we display on the screen will not feel that far away from reality. >> Okay, yeah. >> You do marketing in your day job. >> I do. >> I'm curious as you look at this, kind of the balance of educating, reaching a broad audience, you have passion for STEM, what's your thoughts around that? Is it, I worry there's so much general, like television or things like that, when I see the science stuff, it like makes me groan. Because you know, it's like I don't understand that. >> I am the worst, because I got a security background too, so that's the one I get scrambled on. The war, I mean, like. >> Wait, thank goodness I updated my firewall settings because I saved the world from terrorists. >> Hang on, we're breaking through the first firewall. Now we're through the second firewall. (laughing) Now we're going through the third firewall, like 15 firewalls. And let me upload the virus, like all that stuff. It's difficult for me. I think that, you know, hopefully, there's also a group in Hollywood called the Hollywood Science and Entertainment Exchange. And they're a group of scientists who work with film makers on, you know, reigning things in. And film makers don't usually take all their advice, i.e. Interstellar, (laughing) but you know, I think (laughing) in many cases there's some really good ideas that come to play into it that hopefully bring up, like I think Jarvis for example, in Iron Man or the Avengers is a really cool implementation of what the future of AI systems might be like. And I know they used the Hollywood Science Exchange to figure out how is that going to work? And I think the marketing aspect is, you know, the reason I came up with the idea for this book is because my CEO of a company I used to work for, he had this whole conversation about teleportation, like teleportation was impossible. And he's like, it's not because the science, yes, the science is a problem right now, but we'll get over it. The main issue is that nobody would ever step foot into a device that vaporizes them and then printed them out somewhere else. And I said, well that's great, cause that's a marketing problem. (laughing) >> Yeah, you're dead every time you do it. But it's the same you, I can't tell the difference. >> Well, you say you're dead, I'm saying you're just moving. (laughing) >> Artificial intelligence, you know, kind of a big gap between the hype to where we need to go. What's your thoughts on that space in general? >> I think that we have, it's a great question because I feel like that's a term that gets thrown around a lot, and I think as a result it's becoming watered down. So you've this sort of artificial intelligence that comes with like, you know, Google building an app that can beat the world's best Go player, which is a really, really difficult puzzle. The problem is, that app can do one thing, and that's play Go. You put in it a chess game, and it's like I don't know what's going on. >> It's a very specialized kind of intelligence, yeah. >> Now with Open AI, you know, they just had some pretty interesting implementations where they actually played video games with a real live competition and won. Again, you know, but without the smack talk, which really I think would add a lot. Now you got to get an AI to smack talk. So I think the problem is we haven't figured out a really good way of creating a general purpose AI. And there's a lot of parallels to the evolution of computing in general because if you look at how computers were before we had general purpose operating systems like Unix, every computer was built to do a very, very specific function, and that's kind of what AI is right now. So we're still waiting to have a sort of general purpose AI that can do a lot of specialized activities. >> Even most robots are still very single-purpose today. >> That's the fundamental problem. But you're seeing the Cambridge guys are working on sort of the bipedal robot that can do lots of things. And Siri's getting better, Cortana's getting better, Watson's getting better, but we're not there. We still need to find a really good way of integrating deep knowledge with general purpose conversational AI. Cause that's really what you need to like, Stu, what do you need? Here, let me give it to you, you know? >> Do you draw a distinction between AI that's able to simply sort of react as a fairly complex machine or something that can create new things and add something? >> That's in the book as well. So the fundamental thing that I don't think we get around even in the future is giving computers the ability to actually come up with new ideas. There's actually a career, the main job of the protagonist in the book, his job is a salter. And his job is to salt AI algorithms to introduce entropy so they can come up with new ideas. >> Okay, interesting. >> So based off the sort of chaos theory. >> Like chaos monkey, right? >> Yeah. And that's really what you're trying to do is like, okay, react to things that are happening because you can't just come up with them on their own. There's a whole, I don't want to bore you, but there's a whole bunch of stuff in the book about how that works. >> It's like hand-carving ideas that are then mass produced by machines. >> Yeah, I don't know if you guys are going to have Simon Crosby on here, he's kind of like an expert on that. He was the Dean of Kings College, which is where Turing came from. So he really knows a lot about that. He's got a lot of strong ideas about it. But I learned a lot from him in that regard. There's a lot of like, the snarky spirit of Simon Crosby lives on in my book somewhere. But he's just funny cause he's, coming from that field, he immediately sees a lot of BS right off the bat, whenever anybody's presenting. He's got like the ability to just cut through it. Because he understands what it would actually take to make that happen, you know? So I tried to preserve some of that in the book. >> That is refreshing in the tech industry. >> So Tal, I need to let you, you know, wrap this up. Give us a plug for the book, tell us, when are we going to be able to see this on the big screen? >> I don't know about the big screen, but the Punch Escrow is now available. You can get it on Amazon, Barnes and Noble, anywhere books are sold. It's been optioned by Lionsgate. The director attached to it is James Bovin, production team is Mandeville Productions. I'm very excited about it. Go check it out. It's a pretty quick read, reads like a technothriller. It's not too hard. And it's fun for the whole family. I think one of the coolest things about it is that the feedback I've been getting has been that it really is appealing to everybody. I've got mother-in-laws reading it, you know, it's pretty cool. Initially I sold it, my initial audience is like us, but it's kind of cool, like, Stu will finish the book, he'll give it to, you know, wife, daughter, anything, and they're really digging it. So it's kind of fun. >> Justin: Thanks a lot. >> Tal Klein, really appreciate you coming. Congratulations on the book, we look forward to the movie. Maybe, you know, we'll get the Cube involved down the road. (laughing) >> And we're giving away 75 copies of it here at Lakeside booth, if you guys want to come. >> Tal Klein, author of The Punch Escrow, also CMO of Lakeside, who is here in the thing. But yeah, (laughing) a lot of stuff. Justin and I will be back with more coverage here from VMWorld 2017. You're watching the Cube. (bright music)