I learned in the same way with my teammates that the media guy would write things that are tough. They would take things out of context. Think of the guys that come over to the team everyday, the beat writers. They had to come up with a story about the 49ers everyday. I’m in the middle of it all in the locker room. If I had to come up with a story everyday, it's impossible. There are not that many interesting things going on. There's not that much injury. There's nothing that's really newsworthy everyday, but I have to write a story. I was always getting pounded by them and I think they always expected me to come and complain. "Hey, you're being unfair. You should think about it." I was basically just happy. "Hey, how are you doing, Ira? It's good to see you." He'd just ripped me that morning so he was waiting for and he wanted a tangle. "How are you doing? It's good to see you," because there's no win. There's no way to win. It's not like I'm going to go up to him and say "What you wrote is so crappy. You need to look at it this way." That's what they thrived on. Why even go? It's not like I was going to win him over by being nice. It's just that I didn't see a place to enter and be influential in what was happening. As I did that, I started to see that these guys that were coming out everyday to write stories, everyone thought of them as pariahs hanging around, trying to get some factoid and trying to use it again. I was like "They're not going away. They're here everyday. They must be looking at us as spoiled rich athletes. How do they see what's going on every day?" It's the same kind of thing with the soft skill. Where are they coming from? I realized that I started thinking to myself, "These poor guys drive down from Napa through traffic, cross the bridge, and get down into Silicon Valley." Driving from Napa to Santa Clara everyday? You've got to be kidding me. They come all the way down here to have these guys tell you nothing. I finally realized that the ...