View Full Version : Microsoft nabs Canadian pirates:
ZenOps
Jun 18th, 2005, 01:50 AM
http://www.integratedmar.com/connectit/story.cfm?item=1681
Microsoft is hitting pirate operations pretty hard, first on the list is Ontario... Soon to be expanded to the rest of Canada.
v00d00
Jun 18th, 2005, 02:00 AM
Beware of the man!
(B.Gates that is)
Txiasaeia
Jun 18th, 2005, 02:11 AM
They're not going after "pirate operations," but beige-box retailers who build a computer and include a copy of Windows without a legal CD and key. This can only be a good thing. Advertising computers with copies of Windows and NOT including a legal copy of the OS is false advertising, and I think could actually be classified as theft (as opposed to copyright infringement.)
v00d00
Jun 18th, 2005, 02:13 AM
When we purchased our laptop, it came with WinXP, but we didn't get a copy of WinXP.. isn't that illegal?
All we got was a norton ghost backup of the original data.
And this was from a large name brand notebook maker, and from a large retailer.
BoxsterS
Jun 18th, 2005, 02:33 AM
When we purchased our laptop, it came with WinXP, but we didn't get a copy of WinXP.. isn't that illegal?
All we got was a norton ghost backup of the original data.
And this was from a large name brand notebook maker, and from a large retailer.
Perhaps, what really matters is the certificate of authenticity sticker on the bottom of your laptop or on the side of your PC. If there isn't one there then it might be cause for concern. Remember, you can always call Microsoft or electronically authenticate your product key. If you have even the slightest doubt then do it. Microsoft will not come after you and they'll give you a legitimate copy of XP just for telling them who the supplier was. This way you become legitimate and you get back at the low life retailer that sold you a pirated copy of XP.
v00d00
Jun 18th, 2005, 02:36 AM
Yeah it did come with that special hologram certificate of authenticity.. BUT, we didn't get a friggin copy of WinXP.. which drives me crazy, because when I've had to do a system restore, the stock Windows is loaded up with all kinds of stupid programs that I don't want.
So if I call Microsoft, I can get a copy of WinXP mailed to me for free since I never actually received a copy?
BoxsterS
Jun 18th, 2005, 02:51 AM
Yeah it did come with that special hologram certificate of authenticity.. BUT, we didn't get a friggin copy of WinXP.. which drives me crazy, because when I've had to do a system restore, the stock Windows is loaded up with all kinds of stupid programs that I don't want.
So if I call Microsoft, I can get a copy of WinXP mailed to me for free since I never actually received a copy?
And you won't get one from Microsoft either. What you have is an OEM copy and as such you probably didn't get any recovery CD's either. My Thinkpad didn't come with any CD's either, but I can easily recover because the newer laptops generally hide a recovery partition with a copy of the OS in case of failure. If you need recovery CD's then call the company that sold you the laptop. Microsoft offers no help whatsoever to OEM copies of Windows.
v00d00
Jun 18th, 2005, 03:01 AM
Ahhh all it makes no sense.
I just have no respect for Microsoft anymore.. Linux needs to hurry along and make a competitive product to lure me away from the Microsoft machine.
I though there was a rule that if you are buying a computer system and don't want to use Windows, you can actually get a refund for the cost of Windows and get an empty computer?
chatbox
Jun 18th, 2005, 03:15 AM
Ahhh all it makes no sense.
I just have no respect for Microsoft anymore.. Linux needs to hurry along and make a competitive product to lure me away from the Microsoft machine.
I though there was a rule that if you are buying a computer system and don't want to use Windows, you can actually get a refund for the cost of Windows and get an empty computer?
It makes perfect sense. To keep the cost low, the price of the laptop only covers the license/usage of the OS, doesn't cover the cost for the media or packaging of the OS, nor does it cover any form of installation other than the method provided to you by the laptop's manufacturer (e.g. recovery CDs). You get what you paid for.
About the "rule", no, it's not a rule. However, you can try to request a laptop without Windows. It was a Dell lawsuit in the states.
CSR
Jun 18th, 2005, 12:58 PM
" Canadasys Computers Inc. (Scarborough)
" Filtech Enterprises Inc. (Toronto)
2 well known stores...
peterbrowne
Jun 18th, 2005, 01:07 PM
Rama Computers Inc. (North York)
I used to get stuff @ their Mississauga SOuth Common Mall location
LegiT
Jun 18th, 2005, 01:49 PM
Bill Gates in Empire Palpatine's voice:
Wipe them out...wipe them all out.
audit13
Jun 18th, 2005, 01:57 PM
I know we all like to knock MS but, if we were in BG's shoes, would we do the same ?
I'm not condoning the business practices of MS but I like to think that there are 2 sides to every story.
v00d00
Jun 18th, 2005, 01:59 PM
No.. when it come to m$ there's only one side... MONEY MONEY MONEY!
audit13
Jun 18th, 2005, 02:02 PM
No.. when it come to m$ there's only one side... MONEY MONEY MONEY!
This reminds me of an Abba song :)
d_jedi
Jun 18th, 2005, 02:06 PM
" Canadasys Computers Inc. (Scarborough)
" Filtech Enterprises Inc. (Toronto)
2 well known stores...
Well, I know which stores I will never be a customer of..
Gee
Jun 18th, 2005, 02:08 PM
No.. when it come to m$ there's only one side... MONEY MONEY MONEY!
Maybe so, but it does not give these resllers the right to steal their products. It is especially unfair to all those resllers who are selling Microsoft products legitimately.
d_jedi
Jun 18th, 2005, 02:09 PM
Well, this is one of those "I told ya so.. " monents.
Don't think for a minute that MS will stop at these stores.. there's much more piracy going on, and it's only a matter of time before they ***** slap the rest of them with a huge lawsuit..
Evil Techie
Jun 18th, 2005, 02:11 PM
damn this gives warning to the west coast offenders
mlerner
Jun 18th, 2005, 02:16 PM
Looks like "Lee's Hi-Tec" is now "Lo-Tec" :lol:
Gee
Jun 18th, 2005, 02:17 PM
Well, this is one of those "I told ya so.. " monents.
Don't think for a minute that MS will stop at these stores.. there's much more piracy going on, and it's only a matter of time before they ***** slap the rest of them with a huge lawsuit..
They should try to get them all. These stores have an unfair advantage. They are able to lower their system prices up to $1000 (Office Pro and XP Pro) because they are giving out bootleg copies or worse, just loading the hard drives.
How do you expect the honest guys to compete?
For the record, I don't work for Microsoft and I think their licensing practices suck. I am however an OEM partner and developer. But I also do Linux and FreeBSD, so I am not loyal to Microsoft by any stretch of the imagination.
v00d00
Jun 18th, 2005, 02:18 PM
m$ is an unstoppable prosecuting machine.. you can find endless stories of where m$ has come after people.
One story I heard is of some guy in the Leamington area selling pirated Xbox games.. m$ learns of it and sends the cops to his door and BAM.. don't know if he's gone to trial yet, but I'm sure he'll be doing some good time with m$'s pressure on the courts.
Big business is taking over.
Defiant
Jun 18th, 2005, 03:09 PM
Why do people have a problem with MS protecting their intellectual property?
Using pirated software for personal use is one thing. Selling it for profit is another entirely. If that guy was dumb enough to sell Xbox games to the public, then he deserves everything he gets.
m$ is an unstoppable prosecuting machine.. you can find endless stories of where m$ has come after people.
One story I heard is of some guy in the Leamington area selling pirated Xbox games.. m$ learns of it and sends the cops to his door and BAM.. don't know if he's gone to trial yet, but I'm sure he'll be doing some good time with m$'s pressure on the courts.
Big business is taking over.
d_jedi
Jun 18th, 2005, 03:13 PM
Using pirated software for personal use is one thing. Selling it for profit is another entirely. If that guy was dumb enough to sell Xbox games to the public, then he deserves everything he gets.
It's all illegal, and it all should be prosecutated to the full extent of the law.
siriuskao
Jun 18th, 2005, 03:27 PM
Using pirated software for personal use is one thing. Selling it for profit is another entirely.
lol...right. I've "aquired" stuff from "unofficial" channels as well......but warez is warez = illegal.
deep
Jun 18th, 2005, 03:48 PM
I find it so funny to hear people begrudging MS their money. If (and that's a stretch) you someday make something that plenty of people use and want and need, you will expect to be paid too. You will hate people who steal from you too. And you will go to whatever lengths you need to to get your money.
bfurtado
Jun 18th, 2005, 05:17 PM
m$ is an unstoppable prosecuting machine.. you can find endless stories of where m$ has come after people.
One story I heard is of some guy in the Leamington area selling pirated Xbox games.. m$ learns of it and sends the cops to his door and BAM.. don't know if he's gone to trial yet, but I'm sure he'll be doing some good time with m$'s pressure on the courts.
Big business is taking over.
Leamington? Really! I live in Leamington and its a small town. I had no idea. Can you give me a hint or PM me? I have heard rumours of some but no raids or prosecutions.
Brian
ShadowVlican
Jun 18th, 2005, 10:03 PM
i have nothing against M$ taking action against these small businesses, in fact i think these small stores should be shut down for reasons stated by other posts
v00d00
Jun 18th, 2005, 10:32 PM
Leamington? Really! I live in Leamington and its a small town. I had no idea. Can you give me a hint or PM me? I have heard rumours of some but no raids or prosecutions.
Brian
Apparently I was mistaken.. it was in Amherstburg.. which is pretty close to Leamington.
PM sent regarding the bust.
Spent
Jun 18th, 2005, 10:43 PM
he-he spokesman's name is Harper
Microsoft Canada has regularly gone after software pirates in the past, but now appears to be especially aggressive in trying to deter other offenders.
Since the GTA cases were filed, the company has filed similar charges in Federal Court against another batch of resellers, most of whom are on the west coast.
As part of this campaign, Microsoft also has publicized the names of companies against which it commenced litigation and successfully settled in other hard disk loading activities in Ontario, and against which it obtained consent judgments restraining them from distributing unlicensed Microsoft software and from infringing Microsoft's copyright and other intellectual property rights going forward. They are:
" AJ&T Computer Centre (Toronto)
" ASK Used Computer, Parts and Exchange (Toronto)
" Canadasys Computers Inc. (Scarborough)
" Computer Concepts (London)
" Computer Exchange & Services, Inc. (Toronto)
" Computer Service Depot Inc. (Waterloo)
" Filtech Enterprises Inc. (Toronto)
" Hi Computers Inc. (Scarborough)
" L.A.P. Electronics (London)
" Lee's Hi-Tec (Peterborough)
" MCB Computers (Etobicoke)
" Micro Advanced Computers Inc. (Toronto)
" ND Computers (Toronto)
" NetWork Systems Computers (St. Catharines)
" PC Hut (Guelph)
" Rama Computers Inc. (North York)
" Real Tech Computers (London)
" SD Computers Inc. (Cambridge)
" Startech Computers Inc. (Toronto)
" Subtec Computers Inc. (Toronto)
" Tyko Computer Inc. (Markham)
radeonboy
Jun 18th, 2005, 11:07 PM
It's all illegal, and it all should be prosecutated to the full extent of the law.
In Canada, I'll predict he'll get at least 3 months or a warning fee...
In the US though, thats a way higher sentence or punishment.
;)
Gee
Jun 18th, 2005, 11:26 PM
There is no jail time.
Microsoft is looking for monetary compensation. Usually in the hundreds of thousands. Depending on the store and how many years they have been in business.
But, to be fair, it is not Microsoft that actually does this. They have a pretty good method of doing this.
They hire law firms, but don't pay them. They authorize these law firms to prosecute on their behalf. So these firms usually send in some good looking female lawyer. She pretends to buy a computer and says she has a limited budget. She wants the XP for free, if the store says no, she leaves. If they offer it to her, she pays in cash, walks out of the store with a computer and receipt. All the evidence to prosecute is in her hands.
Then they send a letter to the store informing them of the transaction and their intent to prosecute.
At some point, they offer to settle out of court for a percentage of the fine, usually between ($25,000 and $65,000).
Thus, the store owner settles. The settlement goes to the law firm and Microsoft doesn't see a dime. They just want to stop piracy. The store owner saves on legal fees and lets face it, they have no chance of winning, especially since the evidence is in the lawyer's hands.
To adds salt to the injury, the lawyer also demands a refund for the computer, 6 months after the fact.
I know this is the procedure, because, I have friends that work at Microsoft and I know the lawyers they hire.
chatbox
Jun 19th, 2005, 12:34 AM
There is no jail time.
Microsoft is looking for monetary compensation. Usually in the hundreds of thousands. Depending on the store and how many years they have been in business.
But, to be fair, it is not Microsoft that actually does this. They have a pretty good method of doing this.
They hire law firms, but don't pay them. They authorize these law firms to prosecute on their behalf. So these firms usually send in some good looking female lawyer. She pretends to buy a computer and says she has a limited budget. She wants the XP for free, if the store says no, she leaves. If they offer it to her, she pays in cash, walks out of the store with a computer and receipt. All the evidence to prosecute is in her hands.
Then they send a letter to the store informing them of the transaction and their intent to prosecute.
At some point, they offer to settle out of court for a percentage of the fine, usually between ($25,000 and $65,000).
Thus, the store owner settles. The settlement goes to the law firm and Microsoft doesn't see a dime. They just want to stop piracy. The store owner saves on legal fees and lets face it, they have no chance of winning, especially since the evidence is in the lawyer's hands.
To adds salt to the injury, the lawyer also demands a refund for the computer, 6 months after the fact.
I know this is the procedure, because, I have friends that work at Microsoft and I know the lawyers they hire.
That's pretty neat. Also, while they're at it, I guess they can put the stores out of business as well (those that aren't doing so well).
Nhiem
Jun 19th, 2005, 01:02 AM
When we purchased our laptop, it came with WinXP, but we didn't get a copy of WinXP.. isn't that illegal?
All we got was a norton ghost backup of the original data.
And this was from a large name brand notebook maker, and from a large retailer.
Laptops and desktops usually come with a system restore disk. Although it doesn't label itself as a Windows XP cd, it will usually install it for you.
d_jedi
Jun 19th, 2005, 01:02 AM
There is no jail time.
Microsoft is looking for monetary compensation. Usually in the hundreds of thousands. Depending on the store and how many years they have been in business.
But, to be fair, it is not Microsoft that actually does this. They have a pretty good method of doing this.
They hire law firms, but don't pay them. They authorize these law firms to prosecute on their behalf. So these firms usually send in some good looking female lawyer. She pretends to buy a computer and says she has a limited budget. She wants the XP for free, if the store says no, she leaves. If they offer it to her, she pays in cash, walks out of the store with a computer and receipt. All the evidence to prosecute is in her hands.
Then they send a letter to the store informing them of the transaction and their intent to prosecute.
At some point, they offer to settle out of court for a percentage of the fine, usually between ($25,000 and $65,000).
Thus, the store owner settles. The settlement goes to the law firm and Microsoft doesn't see a dime. They just want to stop piracy. The store owner saves on legal fees and lets face it, they have no chance of winning, especially since the evidence is in the lawyer's hands.
To adds salt to the injury, the lawyer also demands a refund for the computer, 6 months after the fact.
I know this is the procedure, because, I have friends that work at Microsoft and I know the lawyers they hire.
Hmm.. is there any way I can get in on this? Stop piracy and make money at the same time? Sounds great!
v00d00
Jun 19th, 2005, 01:06 AM
Laptops and desktops usually come with a system restore disk. Although it doesn't label itself as a Windows XP cd, it will usually install it for you.
All the system restore is, is a Norton Ghost image of the harddrive after they've installed WinXP and ALLLLLLLLLLL the extra garbage they want to stick on the drive as well. Plenty of garbage that I wind up spending too much time trying to remove.
Hate it.
So what am I to do.. go download an "illegal" copy of WinXP off the internet and use my "authentic" license to register it?
hot-m3d1c
Jun 19th, 2005, 01:22 AM
owned
selpats
Jun 19th, 2005, 01:24 AM
No.. when it come to m$ there's only one side... MONEY MONEY MONEY!
What the hell do you expect? They are in business to make money!
v00d00
Jun 19th, 2005, 01:34 AM
What the hell do you expect? They are in business to make money!
Oh.. I thought they were in business to take over the world.. and plundering all the people's money was just a side effect. :D
IVNP
Jun 19th, 2005, 02:07 AM
There is no jail time.
Microsoft is looking for monetary compensation. Usually in the hundreds of thousands. Depending on the store and how many years they have been in business.
But, to be fair, it is not Microsoft that actually does this. They have a pretty good method of doing this.
They hire law firms, but don't pay them. They authorize these law firms to prosecute on their behalf. So these firms usually send in some good looking female lawyer. She pretends to buy a computer and says she has a limited budget. She wants the XP for free, if the store says no, she leaves. If they offer it to her, she pays in cash, walks out of the store with a computer and receipt. All the evidence to prosecute is in her hands.
Then they send a letter to the store informing them of the transaction and their intent to prosecute.
At some point, they offer to settle out of court for a percentage of the fine, usually between ($25,000 and $65,000).
Thus, the store owner settles. The settlement goes to the law firm and Microsoft doesn't see a dime. They just want to stop piracy. The store owner saves on legal fees and lets face it, they have no chance of winning, especially since the evidence is in the lawyer's hands.
To adds salt to the injury, the lawyer also demands a refund for the computer, 6 months after the fact.
I know this is the procedure, because, I have friends that work at Microsoft and I know the lawyers they hire.
Is it just me or this sounds alot like blackmail? :twisted: I mean since you mentioned MS doesn't get the dough...
Madcatmk2
Jun 19th, 2005, 02:24 AM
Oh.. I thought they were in business to take over the world.. and plundering all the people's money was just a side effect. :D
Do you have an pro copy or home? Can you find a friend that have an real copy?
v00d00
Jun 19th, 2005, 02:36 AM
Our laptop is WinXP Home.
Of course I can find a person with a copy, or just download a copy.. but why should that be my solution?
Microsoft should take better care of their legitimate customers.. I swear it's more convenient to just be a pirate than be honest. Like their crazy activation system.. and you can only install it so many times, or if you change too many items of your hardware or specific hardware then you won't be able to activate it and you have to call them and plead that you are not a pirate that you just bought a new NIC!
Or you could just download a pirate copy and never have any trouble. It doesn't make sense.
Madcatmk2
Jun 19th, 2005, 03:57 AM
Its not Microsoft fault that your laptop maker that didn't give you the cd. Blame the laptop maker, they are the cheap ones.
You can keep your activation btw (http://www.theeldergeek.com/activation_workaround.htm) as long as you don't change your motherboard.
Just make a copy with an real cd from one you access to and slipsteam (http://www.theeldergeek.com/slipstreamed_xpsp2_cd.htm) it with sp2.
Microsoft don't sue people like you btw. When i was an IT student we(students) shared hacked copies of winxp because we could not afford it. It was to learn it btw. I called microsoft so they would sue me but they didn't and they didn't said why they won't sue me. I asked why they didn't check keys from windows update and i got an answer that they would do it soon.
Nhiem
Jun 19th, 2005, 04:05 AM
All the system restore is, is a Norton Ghost image of the harddrive after they've installed WinXP and ALLLLLLLLLLL the extra garbage they want to stick on the drive as well. Plenty of garbage that I wind up spending too much time trying to remove.
Hate it.
So what am I to do.. go download an "illegal" copy of WinXP off the internet and use my "authentic" license to register it?
Contact authorities if you want, or call the retailer and threaten them. Although you should have threatened them about this when you purchased it lol. If you download a "illegal" copy of windows xp...then you can and probably will be held liable.
chatbox
Jun 19th, 2005, 06:58 AM
Our laptop is WinXP Home.
Of course I can find a person with a copy, or just download a copy.. but why should that be my solution?
Microsoft should take better care of their legitimate customers.. I swear it's more convenient to just be a pirate than be honest. Like their crazy activation system.. and you can only install it so many times, or if you change too many items of your hardware or specific hardware then you won't be able to activate it and you have to call them and plead that you are not a pirate that you just bought a new NIC!
Or you could just download a pirate copy and never have any trouble. It doesn't make sense.
Are you on drugs?
Chrispy
Jun 19th, 2005, 08:28 AM
Ahhh all it makes no sense.
I just have no respect for Microsoft anymore.. Linux needs to hurry along and make a competitive product to lure me away from the Microsoft machine.
I though there was a rule that if you are buying a computer system and don't want to use Windows, you can actually get a refund for the cost of Windows and get an empty computer?
This has nothing to do with Microsoft - this is a decision made purely by the manufacturers of your laptop....or other companies alike (Dell, Compaq, HP, etc...)...i'm sure if Microsoft did have its way, you would've received a copy of the CD.
sMoothEric
Jun 19th, 2005, 11:47 AM
IBMs come with a recovery partition.
If you ask IBM for recovery CDs they will send them to you free within the first 30days of purchase. After that there is a fee to have then send you the recovery CDs. This is NOT a copy of XP...But an image.
-=sMoothEric=-
v00d00
Jun 19th, 2005, 01:21 PM
This has nothing to do with Microsoft - this is a decision made purely by the manufacturers of your laptop....or other companies alike (Dell, Compaq, HP, etc...)...i'm sure if Microsoft did have its way, you would've received a copy of the CD.
So since I'm a legitimate customer of Microsoft's, I should be able to contact them, inform them I don't even have a copy of the product I purchased and they would understand the situation and send out a copy immediately! (Yeeeeeeeah right)
Are you on drugs?
Sorry.. but do you know people who run pirate copies? They don't have any problems with authentication, registration, activation or any of the friggin "anti-piracy" methods that Microsoft imposes.. seriously, the anti-piracy just annoys LEGITIMATE customers more than anyone.
Honestly.. it's generally easier (less trouble) to run illegal software than to be a real customer of theirs. What if I buy a computer system that only comes with a restore CD.. but I change the network card and now it won't let me run Windows! As a legitimate customer, I'm stuck until I resolve the issue with m$.. (sure not TOO big a deal, but a hassle) Now if I just had a pirated copy of WinXP Pro instead, I could just easily re-install Windows.. no hassle.
It just doesn't make sense dammit!
Gee
Jun 19th, 2005, 02:15 PM
Is it just me or this sounds alot like blackmail? :twisted: I mean since you mentioned MS doesn't get the dough...
Microsoft is not interested in the dough. They want to stop piracy. If they were to hire lawyers based on hourly wages, they would have accounting and administration to contend with.
With this method, they are able to threaten resellers and be effective. Becuase now it is up to the law firm to carry out these threats and if they are effective, they will be rewarded. Microsoft just gets a list of names.
Microsoft does not have offices across Canada, but with this method, they can contact law firms across Canada and and carry out their threats with no costs.
I think it is brilliant. The lawyers have something to do when they are not busy and can generate income. Microsoft is able to curb piracy and most resellers settle and go straight.
It doesn't eliminate priacy, in fact, I doubt it even makes a small dent. But it does level the playing field for those other resllers in the community.
As for IBM, Dell, HP. These guys get a license to print their own keys. Microsoft does not produce the CDs for the OS. They have a third party create the CD. If you are a large OEM, you only have to buy one CD and a list of licenses. Microsoft will ship you stickers (COA). This is perfectly legal and it is the responsibility of the OEM to give you the CD. That is why some XP CDs look generic. But it is up to the OEM to give it to you. Most, like IBM don't include it to minimize costs.
As of March this year, Microsoft has changed its policy and CDs must be shipped with all systems. It is not really enforced though.
However, the real problem still lies with Microsoft. OEMs like Dell, HP and IBM buy the licenses at a fraction of the cost compared to other resellers (Mom and Pop Shops), simply because they can order the volume. That is why it is hard to compete with Dell.
By printing COAs, Microsoft is basically printing their own money.
Txiasaeia
Jun 19th, 2005, 04:08 PM
Or you could just download a pirate copy and never have any trouble. It doesn't make sense.
I've got a legal copy of Windows XP Pro, including the CD and key, sitting in my desk someplace. I use a pirated copy of windows xp pro in order to avoid going through the activation crap. Am I pirating Windows XP?
duckdown
Jun 19th, 2005, 04:17 PM
m$ makes me sick.
v00d00
Jun 20th, 2005, 12:25 PM
I've got a legal copy of Windows XP Pro, including the CD and key, sitting in my desk someplace. I use a pirated copy of windows xp pro in order to avoid going through the activation crap. Am I pirating Windows XP?
Depends who you ask I guess.. in MY opinion, no you are not pirating WindowsXP.. since you infact own a legal copy, but instead use the Pirated copy for ease of installation, while still using your purchased cd key.
Of course, in many other people's opinions.. yes you are pirating it. You must use what was given to you and only that.
It's all just craziness I say!
whargoul
Jun 20th, 2005, 07:18 PM
Actually, if he is using a Corporate version he is still pirating. Corporate and consumer versions have non-interchangeable Keys, meaning he would have to be using an illicitly obtained Key.
Even still, you would have to be pretty uptight to make a big deal out of it.