Working in mobile over the past decade made you weird, and honestly kind of obsessive. I get it, we've have had to be evangelists for a tiny, once thought insignificant medium. We've worked hard to get the attention we needed from the integrated media planners, to get the budget to add mobile executions to our campaigns, to earn the heart of the digital team so it includes mobile-friendly landing pages, to convince marketers to pay attention. We've collectively counted the decimals of smartphone penetration. We extolled its virtues as the real first screen.