Smart Strategies for Scoring Computer RAM Deals


Intro
In the ever-evolving landscape of technology, upgrading computer RAM stands as one of the essential moves for both casual users and dedicated IT professionals. With the abundance of options available, however, finding the right RAM at a reasonable price can feel like sifting through numerous haystacks to find that one shiny needle. This article aims to navigate the nuances involved in acquiring computer RAM, focusing on product features to consider, trends that influence pricing, and other essential factors before making that all-important purchase.
Understanding the various types of RAM and their specifications can provide insights that lead to better purchasing decisions. Thereâs a distinction to be made between standard options like DDR4 and newer generations, each designed to cater to specific uses and requirements. As we delve deeper, keeping in mind the uniqueness of each deal will help clarify what constitutes value and reliability in RAM purchases.
Furthermore, for those tasked with upgrading existing systems or integrating new hardware into enterprise environments, knowing the implications of RAM specifications on overall system performance is crucial. Dive in as we unfold the key elements that will not only empower your purchasing strategies but also elevate your tech experience.
Understanding Computer RAM
When delving into the realm of computing, understanding RAM is paramount. For many, it's just another component tucked away inside the machine, but its significance extends way beyond mere presence. RAM, which stands for Random Access Memory, is a critical player in determining how your computer operates, particularly when multitasking or running resource-heavy applications.
Knowing the ins and outs of RAM can shape your purchases, ensuring that you don't just settle for any deal, but rather one that enhances your systemâs capabilities. After all, the right RAM can be the lynchpin in achieving peak performance, especially for those working in data-intensive fields.
Definition and Functionality
At its core, RAM is a type of computer memory that enables quick read and write access to a storage medium. Unlike the long-term storage of hard drives or SSDs, which retain information even when powered off, RAM is designed for speed and efficiency. When your system is powered on, RAM provides the workspace for the operating system and applications to operate seamlessly.
Think of RAM as your desk while working on a project; the bigger the desk, the more papers (or in this case, applications) you can handle simultaneously without feeling cluttered. When RAM is full, your system might slow down, akin to trying to work on a small desk filled with papers.
The Role of RAM in System Performance
The performance of a system can oftentimes hinge on the amount and type of RAM it possesses. Here's why it matters:
- Speed: The faster the RAM, the quicker the data can be accessed. High-speed options can significantly reduce load times for applications.
- Capacity: More RAM means you can run more applications at once without a hiccup. This is particularly useful for professionals who juggles numerous tasks or for gamers needing quick reflexes.
- Latency: This is the delay before a transfer of data begins following an instruction. Lower latency RAM can contribute to better overall performance.
In essence, RAM acts as a buffer for your CPU and storage, enabling smoother operations and faster processing. When making decisions about upgrading or purchasing new RAM, considering these factors isn't just good practice; itâs essential for effective computing.
"A computer's performance is often limited not by its CPU, but by its memory. Opt for the right amount and type of RAM and watch your workflow transform!"
For more insights, you can check resources like Wikipedia or explore discussions on Reddit.
Types of RAM
Understanding the various types of RAM is essential for making savvy purchasing decisions. This section aims to break down the different categories, shedding light on their unique characteristics and how they impact overall performance. By knowing what type of RAM fits specific needs, both IT professionals and tech enthusiasts can avoid pitfalls and capitalize on value-driven deals.
Dynamic vs. Static RAM
Dynamic RAM (DRAM) and Static RAM (SRAM) each play distinct roles in a computer's memory architecture. DRAM stores bits of data in cells consisting of a capacitor and a transistor. It needs to be refreshed thousands of times per second, which makes it slower compared to SRAM. On the other hand, SRAM keeps data bits in its memory as long as power is supplied. This property makes SRAM faster but also more expensive.
- Key Differences:
- DRAM is slower but capacity-efficient.
- SRAM is faster, ideal for cache memory but costly.
Choosing between them depends on the intended application. DRAM is generally favored for tasks requiring large memory pools, while SRAM is the go-to for speed-critical operations, such as CPU cache. Both types offer unique benefits, so understanding their functionalities can guide purchasing decisions effectively.
Synchronous and Asynchronous RAM
The terms synchronous and asynchronous RAM refer to the way each type interacts with the CPU. Synchronous RAM (like SDRAM) is in sync with the system clock, enabling faster data access and better overall performance. In contrast, asynchronous RAM does not rely on the system clock, which can introduce latency.
- Performance Impact:
- Synchronous RAM delivers quicker response times and is typically more advantageous for modern computing needs.
- Asynchronous RAM can be sufficient for non-demanding tasks but may lag behind in speed.
The choice between the two often hinges on system compatibility and performance demands, making it another crucial aspect to consider while hunting for RAM deals.
DDR Technologies Explained
DDR, or Double Data Rate, technologies represent a significant advancement in RAM design. The most notable generations of DDR include DDR4 and DDR5, each offering specific enhancements over their predecessors.
DDR4 Overview
DDR4 has been widely adapted in the consumer market due to its balance of performance and efficiency. It features a wider data bus, capable of transferring data on both the rising and falling edges of the clock cycle. This results in substantially higher bandwidth and lower power consumption compared to DDR3.
- Benefits of DDR4:


- Improved speed rates starting from 1600 MT/s to beyond 3200 MT/s.
- Enhanced energy efficiency, operating at 1.2 volts compared to DDR3âs 1.5 volts.
However, as technology progresses, the transition to newer RAM types like DDR5 becomes imperative for those seeking peak performance.
DDR5 Innovations
DDR5 marks the next leap in RAM technology, aimed primarily at high-performance computing and gaming. It offers double the bandwidth of DDR4 while also enhancing capacity, allowing for more data to be channeled simultaneously. One of its defining features is its bank group architecture, which allows for reduced latency and higher efficiency.
- Advantages of DDR5:
- Bandwidth can reach up to 8400 MT/s and beyond, providing significant improvements in data transfer rates.
- Capacity per module can exceed 64 GB, making it ideal for demanding applications like data science and gaming.
In essence, DDR5 serves as a future-proofing investment in high-performance RAM, suitable for anyone serious about tech upgrades.
"Choosing the right type of RAM can be as important as selecting the right CPU for your needs. Evaluating the technology that best suits your system requirements can save both time and money in the long haul."
By exploring these RAM types, readers can better navigate their options, ensuring that the RAM deals they pursue align with their system's needs and desired performance outcomes.
Evaluating RAM Specifications
When it comes to buying RAM, itâs not just about grabbing whateverâs available on the shelf. Evaluating RAM specifications is crucial for making choices that align with your system's needs. Understanding what your computer can handle, along with the specifications of the RAM on offer, can lead to significant improvements in performance and user experience. Whether youâre gaming, programming, or multitasking, knowing how to assess these specifications can save you time, money, and a whole lot of frustration.
Understanding Clock Speed and Latency
Clock speed and latency are two technical terms that often get tossed around in RAM discussions. But what do they actually mean? Clock speed, usually measured in megahertz (MHz), indicates how fast the RAM can process data. Itâs like knowing the speed limit on a highway; the higher it is, the quicker you can get from point A to point B. On the other hand, latency is a bit like the time it takes for a car to react when the light turns green. Lower latency means snappier performance, especially when apps demand quick access to data.
- Voltage and Heat: Higher clock speeds may require more voltage, which can lead to heat issues. Itâs essential to balance speed with thermal performance.
- Applications Matter: Different tasks benefit from different balances of speed and latency. Gaming might favor higher clock speeds, while data-intensive tasks often prefer lower latency.
- Try a Benchmark: Tools like UserBenchmark or PassMark can provide insights based on real-world performance metrics to help you decide effectively.
In summary, focusing on clock speed and latency can clarify what you truly need from a RAM module. A good blend of both will lead to an efficient computing experience, whether you are plugged into a high-powered workstation or a compact laptop.
Capacity Considerations: How Much RAM Do You Need?
Now, let's tackle the age-old question: how much RAM do you actually need? The answer varies based on your specific use cases, but a few guidelines can help you navigate through this.
- General Use: For basic tasks like web browsing and document editing, 8GB is typically enough.
- Gaming: If youâre into gaming, 16GB is often considered the sweet spot, allowing smooth gaming experiences in modern titles.
- Professional Work: For graphic design, video editing, or running virtual machines, 32GB or more might be necessary to keep things running smoothly.
"Knowing your workload is essential. Always err on the side of having more RAM; it doesnât hurt and enhances your systemâs lifespan."
Ultimately, choosing the right amount of RAM comes down to this: understand how your system will be used and match it with sufficient memory. Investing in the right capacity today could save you from potential upgrades down the line.
By thoroughly evaluating RAM specificationsâfocusing on clock speed, latency, and capacityâyou'll position yourself to make informed, logical decisions about your RAM purchases.
Factors Impacting RAM Pricing
As anyone who has dabbled in computer upgrades knows, RAM pricing can often be a puzzling mess, almost like solving a jigsaw puzzle without knowing how many pieces there are. Understanding the factors impacting RAM prices is not just a trivial detail; itâs crucial for anyone looking to snag the best deals.
The interplay of market trends and manufacturing costs forms the backbone of pricing strategies. Prices fluctuate based on supply and demand dynamics, directly influencing what youâll pay at checkout. Spotting those trends and understanding the economics behind RAM can save you quite a bit of cashâor, at the very least, ensure that youâre getting a fair shake for your investment.
Market Trends and Demand Fluctuations
Market trends play a decisive role in the ebb and flow of RAM prices. When it comes to technology, nothing is static for long. Seasonal sales, new tech releases, and even geopolitical factors can send prices into a tailspin. For instance, during the back-to-school season or the holiday rush, demand can skyrocket, causing manufacturers to raise prices. Similarly, when new types of RAM or upgrade options, like DDR5, hit the market, clearing out older stock often means discounts, so keep your eyes peeled.
Monitor the waves of demand through various online platforms and tech forums. A tip? Make use of websites and resources like Reddit to see what other folks are paying and any trends they are seeing regarding different types of RAM.
"If you don't pay attention to market signals, you're likely to miss out on good deals, or worse, overpay."
Manufacturing Costs and Supply Chain Factors
The nitty-gritty of manufacturing costs and supply chain logistics also play a pivotal role in determining RAM prices. Manufacturers face fluctuating costs for materials, labor, and logistics. A simple mishap in the global supply chain can ripple through to your wallet. For instance, events like natural disasters, tariffs, or even production delays can result in higher prices.
When manufacturers have to deal with increased costs, those are often passed on to the consumer. This is particularly true for PC components, where the niche market affects pricing more dramatically than in more generalized consumer goods. Are you noticing prices creeping up lately? It might not just be your imagination; it can be down to the manufacturersâ bottom line responding to an increasing cost of raw materials or operational costs.
In essence, by grasping these factors, you put yourself in the driverâs seat, allowing for smarter and more timely purchasing decisions.
As the landscape continually shifts, keeping tabs on these elements can provide you the insight necessary to make informed choices when diving into the world of computer RAM.


Finding the Best RAM Deals
In today's fast-paced tech landscape, the process of snagging quality RAM at a decent price can feel akin to navigating a labyrinth, filled with choices that could make your head spin. Getting the best RAM deal is not just about saving a few bucks; it involves a keen understanding of market dynamics and vendor credibility. With the sheer number of options available, knowing where to buy your RAM, when to make your purchase, and how to evaluate the offerings can empower anyone, from an IT professional to an avid tech enthusiast.
Finding ideal RAM deals allows you to invest your resources wisely. This is especially crucial in scenarios where system performance hinges on quality memory. Subpar choices can lead to poor functioning of systems that rely heavily on RAM, ultimately complicating one's computing tasks. Thus, recognizing how to navigate the RAM market stands as a foundational skill for anyone aiming to enhance their tech investment.
Retailers and Online Platforms to Consider
The first step in ensuring that you capitalize on the best RAM deals is to identify the right retailers and online platforms. While the local tech shop may carry a selection, it's often the online landscape that offers a wider variety and competitive pricing. Key players that are noteworthy include Amazon, Newegg, and Micro Center. These platforms consistently provide not only diverse ranges of RAM but avenues for customer reviews and competitive pricing.
When selecting a retailer, consider the following:
- User Ratings and Reviews: Check how previous buyers rated their experiences. Good reviews can be a strong indicator of a retailerâs reliability.
- Return Policy: A fair return policy gives you peace of mind in case the RAM doesnât fit your system.
- Shipping Costs and Options: Often overlooked, shipping can alter the overall price significantly. Assess whether free shipping options are available.
Donât forget to keep an eye out for smaller boutique retailers that might offer exclusive deals or lesser-known brands that deliver quality at a lower price point.
Timing Your Purchase: Sales Events and Discounts
The age-old adage "patience is a virtue" holds true in the realm of tech purchases. Timing your RAM acquirement around key sales events can lead to significant savings. Seasonal sales such as Black Friday, Cyber Monday, and end-of-year clearances often provide steep discounts. Such moments are not just for window-shopping; they are times when you can get quality RAM at prices that might rarely resurface.
Keep your eyes peeled for:
- Flash Sales: Often, online retailers will host flash sales that last for a mere few hours. Being vigilant and ready to act can pay off.
- Bundles and Promotions: Sometimes buying in bulk or as part of a package can reduce costs significantly.
- Price Alert Tools: Services like Honey or CamelCamelCamel can alert you when prices drop, ensuring you are in the loop at all times.
Evaluating Warranty and Support Services
In the increasingly complex realm of technology, warranty and support services are critical components that should not be ignored. Purchasing RAM typically involves a level of investment, and knowing that you are covered in case of defects or performance issues is crucial.
When examining warranty options, consider:
- Length of Warranty: A longer warranty usually suggests that the manufacturer is confident about the product.
- Customer Service Accessibility: Think about how easy it is to contact customer service in case of questions or issues. Well-known brands often provide better support.
- Replacement Policies: Understand the policies around replacements or exchanges for defective products. A smooth process can save you considerable headache down the line.
Ultimately, solid warranty and support services can be a bellwether for the productâs quality. They reflect a manufacturer's commitment to their customers.
By meticulously choosing retailers, timing purchases strategically, and weighing warranty services, you can navigate the vast RAM market effectively. Making light of these factors can mean the difference between a savvy investment and a costly mistake.
Vendor Reliability and Performance
When it comes to making a smart purchase of computer RAM, the reliability of the vendor plays a critical role. A trustworthy vendor not only offers quality products but also delivers good customer service and post-purchase support. Why does this matter? If you buy RAM that turns out to be defective or is simply not compatible with your system, you need a vendor that values your experience and can swiftly assist you.
Selecting a reputable supplier can save you from a world of hassle, especially if you encounter issues after your purchase. Additionally, it influences the longevity and performance of your system. Buying from reliable manufacturers often correlates with better warranty coverage, giving you peace of mind regarding your investment. Customers are often left feeling frustrated if they buy components from unknown vendors, where service experiences can lead to more anguish than resolution.
Some key considerations include:
- Warranty Policies: A strong warranty can protect your investment, ensuring that if the RAM fails, you can return or exchange it without incurring extra costs.
- Return Policies: Flexibility in returns offers safety when making a purchase, allowing you to return items that unfortunately donât meet your needs.
- Customer Service: Responsiveness in customer service can make a huge difference in case you need assistance during installation or encounter issues down the line. Ask yourself whether the vendor has a good track record with previous customers.
Purchasing RAM is not simply about finding the best deal; itâs about investing in reliability and ensuring you have solid support when it counts.
Reputable RAM Manufacturers to Watch
The landscape of RAM manufacturers is dotted with well-known names that have earned a reputation for delivering high-quality products consistently. Companies like Corsair, Kingston, Crucial, and G.Skill have long been at the forefront of the industry, yet newcomers may also emerge with innovative solutions.
- Corsair: Known for their high-performance gaming RAM, they often offer products that meet the needs of both enthusiasts and professionals.
- Kingston: A giant in the memory sector, their value and reliability make them go-to choices. Most often, youâll find customer support that stands behind their products.
- Crucial: They pride themselves on great compatibility and reliable performance, focusing on both mainstream and high-performance markets.
- G.Skill: Particularly if youâre into overclocking, G.Skill products are often seen as top-notch due to their performance specs and pricing.
Notably, some niche players enhance the landscape with competitive pricing and unique features. Itâs essential to keep an eye on emerging brands that may provide value beyond the traditional giants.
User Reviews and Performance Benchmarks
While vendor reputation is vital, real-world experiences shared by fellow users can provide invaluable insights into product performance. User reviews can unveil the practical aspects of different RAM modules, providing details that spec sheets often overlook.
Through platforms like Reddit and tech forums, customers frequently share their experiences with various RAM kits and provide performance benchmarks. Pay attention to these reviews, especially regarding:
- Compatibility: Many users often highlight whether certain RAM modules work well with specific motherboards. Users sometimes report problems with certain setups that could save another buyer a headache.
- Performance under load: Information on how RAM holds up during intense tasks, like gaming or video editing, is crucial. Users typically share their benchmarks, drawing comparisons to similar models and providing practical insights into real-world performance.
- Stability: The notion of reliability extends to stability. Reviews may indicate if any issues arise after prolonged usage, giving you an insight into how well the RAM performs over time.
In essence, tapping into user reviews and performance benchmarks not only filters the signal from the noise but also provides a richer understanding of the RAM landscapeâensuring that when you hit the "buy" button, youâre armed with all the necessary information.


"Relying solely on vendor claims might get you part of the informationâbut diving into user experiences provides the hole picture."
The convergence of vendor reliability and user insights is where informed choices take shape, ultimately leading to better RAM purchases tailored to your specific needs.
Common Pitfalls in RAM Purchasing
When exploring the waters of RAM purchases, itâs essential to be aware of the common pitfalls that can leave you high and dry. Understanding these mistakes can save your wallet from unnecessary strain and ensure optimal performance for your system. The nuances involved in buying RAM are often overlooked, yet they play a pivotal role in maximizing your technology investments. This section delves into two key areas where buyers often stumble: compatibility issues and the tendency to choose overpriced or subpar options.
Understanding Compatibility Issues
One of the most significant hurdles in purchasing RAM is ensuring compatibility with your existing system. Imagine investing your hard-earned cash into a shiny new stick of RAM only to find it wonât fit or work with your motherboard. This scenario is more common than you might think. Each motherboard has specific RAM requirements, such as speed, type, and capacity limits.
To sidestep compatibility issues, consider these vital points:
- Check the Motherboard Specifications: Before hitting "buy," browse through your motherboard's manual or the manufacturerâs website to understand the details regarding supported RAM. Look for the specific RAM types, such as DDR4, and the maximum capacity it can handle.
- Dual and Quad-Channel Configurations: Many systems benefit from matching pairs of RAM sticks for improved performance. If youâre planning to upgrade, consider purchasing two sticks of the same type instead of just one.
- Physical Size and Slot Limitations: Some motherboards have limitations on how much RAM can physically fit. Pay attention to the size and orientation of the RAM slots.
A little research goes a long way. As the saying goes, "look before you leap."
Avoiding Overpriced or Below-Quality Options
An equally troublesome issue is falling into the trap of overpriced or below-quality RAM options. The tech market is mighty competitive, and prices can vary significantly from one vendor to another. Here are a few strategies to help you navigate through it:
- Research and Compare: Use online resources like Reddit and tech forums to see user reviews and benchmarks. Comparing prices across various retailers can also highlight whether you're getting a fair deal or getting gouged.
- Beware of Brands with Mixed Reviews: While flashy marketing can be enticing, stay alert for RAM brands that have inconsistent customer feedback. Investing in well-known manufacturers with a short and long-term track record might cost a pinch more, but itâs often worth it for quality assurance.
- Check the Warranty: A strong warranty often indicates that the manufacturer stands by their product. When you purchase RAM, try to ensure that it comes with a reasonable warranty period; this could save you from headaches down the road.
In the tech world, itâs not just about saving bucks but also about investing wisely. Donât let a momentary lapse in judgment lead to wasted resources or suboptimal system performance.
"An ounce of prevention is worth a pound of cure."
By steering clear of these common pitfalls, you put yourself in a better position for a successful RAM purchase. In the next section, we will explore future trends in the RAM market that can help you stay ahead of the curve.
Future Trends in Computer RAM
As technology marches on, the landscape of computer RAM continues to evolve, shaping how we interact with devices and pushing performance boundaries. Understanding these future trends is essential for IT professionals and tech enthusiasts alike. Failing to keep abreast with these developments could mean missing out on significant performance improvements or cost-effective options when investing in RAM. With the constant push for faster, more efficient technology, these trends can dramatically influence purchase decisions and system capabilities.
Emerging Technologies and Innovations
Several groundbreaking technologies are on the rise in the realm of RAM. Among them, a few particularly stand out:
- High Bandwidth Memory (HBM): This type of RAM, designed for providing higher bandwidth through greater data transfer rates, is a crucial player in applications like gaming and advanced graphics processing. HBM stacks multiple layers of memory chips to give enhanced performance, making it ideal for high-end systems.
- DDR5 Memory: With DDR5 hitting the market, it promises higher speeds, increased efficiency, and improved capacity over its predecessor, DDR4. It operates at faster data rates while consuming less power, which can optimize system performance without a hefty electricity bill.
- 3D NAND Technology: By layering memory cells vertically, 3D NAND enhances storage capacities, allowing for more efficient utilization of space. This innovation translates into better speeds and improved reliability, particularly in SSDs, which often complement RAM in computing environments.
These technologies not only signify advancement in storage but also address the growing demand for efficiency and speed in modern computing. It's crucial for users to stay informed about these innovations, as they will influence compatibility and performance outcomes in the near future.
Predictions for Pricing and Performance
The dynamics of RAM pricing are ever-shifting, influenced by various factorsâincluding technology trends and market demand. Looking ahead, a few predictions can be made:
- Increasing Demand for DDR5: As more manufacturers produce devices compatible with DDR5, the demand is likely to surge. This could initially spike prices but may stabilize as production ramps up.
- Impact of Supply Chain Issues: Recent global events have highlighted vulnerabilities within the supply chain that can precipitate shortages and inflated prices. Keeping an eye on international trade conditions could prove prudent for prospective buyers.
- Competition Among Manufacturers: The RAM market is characterized by several strong players, including Corsair and Kingston. Increased competition often leads to better pricing strategies for consumers, especially during promotional periods.
Taking all these into consideration, it's essential for buyers to anticipate fluctuating prices as new technologies are rolled out. Staying informed and agile can lead to more favorable purchasing outcomes and better investment returns.
"In a technology world that doesn't sit still, being proactive about RAM choices can lead to both substantial performance gains and financial savings."
As the RAM landscape continues to transform, keeping a pulse on emerging technologies, pricing trends, and performance predictions will enable tech enthusiasts and IT professionals alike to make informed decisions when entering the RAM marketplace.
The End: Making Informed RAM Purchases
In the fast-paced world of technology, navigating computer RAM deals can be a tricky endeavor. Itâs crucial to arm oneself with knowledge not just about the specifications and types of RAM, but also about the nuances of the market. Making informed purchases not only ensures that you acquire hardware that fits your needs but can also save you a pretty penny in the long run.
Thinking about the various factors discussed in earlier sections is essential. Price fluctuations, vendor reliability, compatibility issues, and even emerging technologies play vital roles in your buying choice. A thoughtful approach means that you're not just buying for the sake of it but for performance, relevance, and reliability.
Ultimately, the importance of understanding RAM deals lies in making choices that enhance system performance and longevity. Carefully evaluating options can significantly impact the productivity of an IT professional or a tech enthusiastâafter all, the right RAM is the brain behind your deviceâs efficient operations.
Summarizing Key Takeaways
- Compatibility Is Key: Always ensure your RAM is compatible with your motherboard and system architecture.
- Price Isnât Everything: Just because a deal looks good, it doesnât mean itâs the right fit. Research specifications and reviews.
- Watch for Trends: Like any market, RAM pricing can ebb and flow. Stay updated on trends to make timely purchases.
- Consider Future Needs: Think about whether your current RAM will meet future demands, especially with new software and applications coming out.
- Brand Matters: Not all manufacturers are created equalâlook for brands that have garnered positive reviews and reputation.
Final Recommendations for IT Professionals
As you make your RAM purchase decisions, consider the following recommendations:
- Utilize Reviews: Donât overlook the wealth of information provided by user reviews and performance benchmarks available on platforms like Reddit or tech forums.
- Snap Up Sales: Keep an eye on seasonal sales events; Black Friday, Cyber Monday, and back-to-school sales often bring significant discounts.
- Evaluate Support Options: Good warranty and customer support can make all the difference in a purchase.
- Opt for Future-Proofing: With the tech landscape constantly evolving, investing in RAM that is a couple of steps ahead in terms of capacity and speed is wise.
- Budget Wisely: Set a budget that allows for flexibility, as high-quality components can sometimes require a splurge.
By adopting these strategies, tech professionals will not only enhance their current systems but also pave the way for informed decisions in future upgrades. Memory is a critical component, and making sound choices in RAM deals ensures youâre not just keeping up, but staying ahead.