they're up against kmart. does walmart have a constant price? kmart was always cutting prices, you never trusted their prices. walmart was everyday low price. amazon, same thing. in the uk, one of the department store groups there would simply say never knowingly undersold. they will never sell something at a higher price and if you have a lower price and bring it and show it to them, they will match the price. people need to trust you. if people trust you, you're in. and trust, if people trust your vision, you've got them. neil: you also talk about there's no substitute for hard work. no matter what you're doing, there's just no substitute for it. obviously you have amassed over $21 billion. i'm sure you don't keep track of that sort of thing but i would suspect your children or pointedly, your grandchildren do. how do you instill that work ethic? how do you, for people who, you know, are part of your family and are among the world's richest, to still have that sweat equity sense of purpose? >> i must say, my father always beat me to work. he w