iDOLM@STER Thread
Previous iM@S Thread: >>123894113
Archive of materials: http://www.yukipo.com/
Cinderella Girls carddex: http://cgdex.project-imas.com
Project iM@S wiki: http://www.project-imas.com/wiki/
iDOLM@STER 2 gameplay wiki: http://imas2.wota.info
One For All gameplay wiki: http://idolmasterofa.wikia.com
Japanese news: http://imasnews765.com
Japanese news (translated): http://imasnews765tl.wordpress.com
Japanese information database: http://imas-db.jp
Japanese SideM wiki: http://wikiwiki.jp/sidem/
Official upcoming events schedule: http://idolmaster.jp/schedule/index.php
Streaming music: http://shijou.moe/imas-radio
CG side materials translation: http://cgtranslation.blogspot.kr
Starlight Stage guide: http://moeidolatry.com/starlight/
Starlight Stage APKs: https://fuyu.me/apk/
Please check the archive of materials if you're looking for something.
Ongoing:
September 29th to December 31st: The iDOLM@STER 10th ANNIVERSARY animate Fair
October 6th to December ???: Crane King/Ichiban Kuji iDOLM@STER Web Radio Lottery with Makoto's VA
October 3rd to March 29th: Official iDOLM@STER store in Chiba
September 17th to April 17th: MILLION LIVE! 3rdLIVE TOUR promotional campaign
Upcoming:
December ???: Phat's 1/8 scale BD Yukiho fig
Latest news posts: >>123766689
Weeb. Hips.
Mio is shit.
>>123945031
Upcoming:
December 1st: Mio Honda's birthday
December 2nd: Mayako Nigo's (Yayoi's VA) birthday and LIVE THE@TER DREAMERS 03
December 6th: SideM 1st STAGE 〜ST@RTING!〜 concert
December 10th: The iDOLM@STER MUST SONGS for Playstation Vita
December 16th: MILLION LIVE! 2ndLIVE ENJOY H@RMONY!! concert BDs
December 23rd: Cinderella Girls anime BD volume 7, 346Pro IDOL selection volume 4 CD, CG G4U volume 7, and LIVE THE@TER DREAMERS 04
December 24th: Yukiho's birthday
December ???: Cinderella Girls anime rubber keychains, Phat's Yuriko scale fig, Phat's 1/8 scale Hibiki figure rerelease and Phat's 1/8 scale BD Yukiho fig
SR in SS Soon.
Every day until SSR Karen
>>123945115
I hope she doesn't expect me to pay her for seeing that meager excuse for a chest.
Nana doesn't seem to mind
>>123945278
But flat is justice.
>>123945297
Jougasaki sisters are like that too.
>>123945297
>dat wink
hnnngh
>>123945297
Usamins have their first antigravity lessons at age 10.
This is nothing for Nana!
>>123945278
One that you can't refuse.
>>123945278
Small chests are the best.
>>123945240
I am with you until SSR Nao.
>>123945031
New temporary news post.
PART 1/2
New SS commus have been translated and subbed:
>Kirari 04: https://mega.nz/#!t5kmwDaB!0R522eZXroTqeEetL_1fU6c-4j3QD8hKFzZnfrL8t8w (sub) + https://mega.nz/#!kp9zQJKC!uP1w6D2QGKCT8wn6WTCdfXaJnKWkuz8w8SNtdTHZJ9E (video)
>Kaoru 01: https://mega.nz/#!IwNBESzQ!05X6BjGp4XP7yrgn3MDmekCsXzctL0D2NUUlP4WW1XA (sub) + https://mega.nz/#!QtNiiIhC!_dwm4pXXvrngnY4I42SUnJzpel5DZIUs8wepHBT3k6A (video)
>Kaoru 02: https://mega.nz/#!Vxl03RiJ!8M_CFNsaV5F5qS8nCDrHFegdGL4uG_wbaO4E64vOAq0 (sub) + https://mega.nz/#!491lwRQZ!BkPss5QHYjIzKkqxn1bDNrdzAcbPaB5Z-z9lQPGtRis (video)
>Aiko 01: https://mega.nz/#!VoUilAxT!FDbV0D93mqgNrV9VDjhQJnSbStdaN_jtFBlZ650-hHA (sub) + https://mega.nz/#!dk8B0KQI!l1easyCy2zh60lfLGFFuyTuuGmqgEwKNNU0D2cog3Iw (video)
>Aiko 02: https://mega.nz/#!AhE3RKDR!vFCduI-UL8f6Wxc6mrW3iL_kFALY-FglPGjQ0R2k8Ms (sub) + https://mega.nz/#!c5UjATKT!vyycQ5AwoowdpfUAHzRJyahG-RI341PTjXDlvMn1G1c (video)
>Anzu 01: https://mega.nz/#!U4cliBiQ!IZvjet1diK1Tn_Mo5dzi0STer5tExb66-UNoPreqE3Q (sub) + https://mega.nz/#!Nx9hDBZB!LNvET0qOmuakVW1Gc-_gNAZoxuTCW1jd7Y327qVXEm0 (video)
New SS commus have been translated:
>Airi 02: http://pastebin.com/iFq8UkRP
>Airi 03: http://pastebin.com/iDGwRwMp
>Natsuki 02: http://pastebin.com/D8tsvn0d
>Koume 02: http://pastebin.com/2f92LR6e
>Karin 01: http://pastebin.com/iBbS7akX
>Tamami 01: http://pastebin.com/4mZCJG9c
(cont.)
>>123945507
Nao's chest is the best.
>>123945327
Chihaya, pls go.
>>123945507
Wake me up Nao
>>123945604
>>123945619
>>123945565
PART 2/2
Famitsu's report on Day 2 of the CG 3rd Live: http://www.famitsu.com/news/201511/30094172.html
The PV for Vol. 9 of CG G4U has been uploaded: https://www.youtube.com/watch?v=xkujMFOGWHY
Hinata's ML Caravan episode has been uploaded: https://www.youtube.com/watch?v=zByL26ouM0M
枡狐's ML Anthology story "よくわかる?アイドルモンスター" has been scanned: >>123887692 onwards + >>123913541
CooRie is doing a self-cover of LTP 05's Sentimental Venus on a CD release on December 9: http://www.peakasoul.net/?_escaped_fragment_=whats-new-coorie/ch59#!whats-new-coorie/ch59
LazyLazy's Sachiko/Fumika non-H CG doujin "Mimimoto de Sasayakanaide Kudasai!" has been translated and typeset: http://mastersca.nz/2015/11/30/mimimoto-de-sasayakanaide-kudasai/
PREVIOUS: >>123638572 + >>123638656 + >>123766689 + >>123945565
UPCOMING: http://pastebin.com/Ha5sm2Bm
REQUESTS: http://pastebin.com/0SuQbPBS
>>123945607
Takane needs to wear Chihaya's outfits more.
http://www.cme.jp/ease/cgi-bin/ease/enquete/enquete.cgi?id=20151201IMASTERcool
Doushio, /v@g/?
Sanae is cute.
CUTE!
>>123945668
Hey babe.
Help, I think I broke my Nono
wat do.
>>123945917
Throw her in the trash.
>>123945863
Minako shouldn`t be so dangerous.
Damn, didn't make it in time for the updated newspost. Oh well.
Commus for Airi (>>123897863 >>123904123), Natsuki (>>123911673), Koume (>>123915830), Karin (>>123919412), and Tamami (>>123936749) have been subbed. Thanks anon for the TLs.
Airi 02:
https://mega.nz/#!5ltVUZYJ!WtsbHUSURgaWVnl86i4LpmQttBMRBAmyouiPWvvyjdk
https://mega.nz/#!E9FnVBCC!JtjvsQLKB85swPFbNGwcGyUFTTvs_I9rm-c0NNZCsjA
Airi 03:
https://mega.nz/#!Nwthxa4I!ZRsZR7TleQmNarR2iuGU91In9-UZ22aayReKLve56gA
https://mega.nz/#!BtsTlCpS!nT9t1MeygNgzlBO9xcaJnE8MMgtN1tiMmv5SAFyAi2Q
Natsuki 02:
https://mega.nz/#!54kDQLBY!Z49t1ujkVY-yzc5Uddg7ff6z8VYNtSQIgWF8B9iDT2k
https://mega.nz/#!sxtzwKBC!tGRlgnNlMKJc7ckzVv9P7AoTL7Nv0ilNDShyAdAh7Q8
Koume 02:
https://mega.nz/#!Ns8W2L6B!bn6tYarLRe3osN0j_7kCCwQNG_dLbCekU9c0Q_NQZ6I
https://mega.nz/#!h9t3USQD!mlFDU44h6ep7R-pW_Xx0BY2WX2q0l3tIC71jDRUZvKY
Karin 01:
https://mega.nz/#!Yo0BAAaa!1RBQgA-0IXtjBEyTtT8pw8LCXg3brI30IemtwbXGL0Y
https://mega.nz/#!9l81ELIJ!5idv2VSK0oGJNP2P4KYa8ryfEBPuPe8L4ZW9cZvN0n8
Tamami 01:
https://mega.nz/#!l00yhIDQ!9ZFTK0lrydgBIbs78bhQQHI_QrwsCzFPLRY7y28UYFY
https://mega.nz/#!p1VwRBpZ!eeUsE_0qWr8PNFr3LR4BPcFTWKCVwGYXPwp6QXckzlU
Additionally, commus for Kyoko, Chinatsu, Anastasia, and Akane have been recorded.
Kyoko 02:
https://mega.nz/#!kp8QyLBb!YrXlpwj6vWoJwB9nmiBx1GQcJA530iGP-MUc5JrEkvI
Chinatsu 02:
https://mega.nz/#!ZkkgVa6L!J7O6Kwwk-RwhnUaR55JY_RZnAhCzHraGi7aIzW4MEak
Anastasia 03:
https://mega.nz/#!Bo1kmJqB!4VJu2_fXujJGlIj2lI1tW6C2GJK-bBjixdptMIxYE30
Akane 02:
https://mega.nz/#!J1k1GJ5b!QEVIeg6P0afR_MLgdfZpPYVNcaujSCU9FWKCLZTkm_k
Akane 03:
https://mega.nz/#!stNkxLgT!uO-ImEUsFmCIrYvyBsjUzd-acE9Em6XXXNQHdPog7NM
New LTD today.
>>123946219
Ah hang on, disregard the video links for Airi. Use these instead. My bad.
Airi 02 (video only):
https://mega.nz/#!sgcFXb5a!JtjvsQLKB85swPFbNGwcGyUFTTvs_I9rm-c0NNZCsjA
Airi 03 (video only):
https://mega.nz/#!0w9wCRpS!nT9t1MeygNgzlBO9xcaJnE8MMgtN1tiMmv5SAFyAi2Q
Started jewelries request.
http://www.cme.jp/ease/cgi-bin/ease/enquete/enquete.cgi?id=20151201IMASTERcool
>can't pick up Chihiro
What a disappointing update.
>>123946352
I'm ready.
so I'm at 18 10-rolls in starlight stage without an ssr yet
lmao $380 for fucking nothing so far
>>123946352
Platypukabe please hug me
>>123947019
sorry for your loss should just buy a 2ssr starter for 50
I want Reika to bite the skin off one of my fingertips.
Not enough to draw blood, just hard enough to take one of the top layers in her teeth and peel it back.
>>123947135
Didn't know they existed. Considering it.
Anyone know what the new options do yet? Like, any translations or anything
We can separate Live and MV institution by latest update.
>>123947764
Pink takes you to a random room, green is for friends' rooms.
>>123947260
You and Reika are strange.
>>123947764
You can pick idol in your room.
This Christmas...
>>123947921
Oh shit I needed this. Kept forgetting to switch back to 2D everytime I went to play a song after watching a MV.
ROUND ONE
FIGHT
>>123948195
Next medley, caravan or gacha: which will it be?
I can't tell if Shiki likes it or not.
>>123948337
all 3
>>123948195
Oh god I want tohug Blitzen. He looks sot soft and warm.
Would you the frilly chama?
>>123948665
No. Momoka is a lackluster idol and l@li with the worst song of her batch.
Swing.
So is anyone gonna rip the game for the new idols?
>>123948665
Dont sexualise her I will kill you
>>123948895
Momoka is the last thing from lackluster
please kill me
>>123949129
Under-the-cover-cuddles for the frilly one.
>>123949261
Hug your pillow and pretend it's an idol.
What is Nono reading?
>>123949401
Fuck that is cozy.
Kaoru is so cute. I want to pull her out of the screen and give her tickles and headpats.
This hardly seems fair
Option to pay for FCs when?
>>123949401
7 seeds
>>123949997
how much per note?
>>123949878
Playing by the rules isn`t how you win.
>>123950102
Azusa seems a little too happy about this.
>>123950102
Karen gets a helmet Azusa gets a fucking mini-gun
>>123950084
5 jewels per note, maybe? 25 per note max. Maybe even throw in a bundle that lets you FC a song without even playing.
Merry Kurisu-mas
>>123949624
She's not Yuriko anon
Here's something that matches her interests.
I bet Nono loves taming bastard boyfriends.
Even the fantasy event was more realistic than this.
>>123950583
I'm not-figuratively rewatching Steins;gate right now so thanks for that Imai-san.
>>123948152
How do I pick up idols in my room?
>>123951460
Press and hold the idol you wanna pick up. You have to update to 1.4.2 if you haven't already.
>>123951460
Start with a classic pickup line like "Do you come here often?"
>>123951460
Update and keep touching.
Event starts Dec 4th 3pm JST.
So for the new like system in puchi room is it peoples room I liked or they liked me?
>>123946775
Are we even allowed to vote for this?
And does it have to be "3rd party" songs? Can I request "Kiss" for Kanade?
http://gamebiz.jp/?p=153317
The first official Idolmaster game for PC.
>>123952406
Poor Shizuka.
>>123952813
Is it just a pc version of million live?
>>123951951
>>123952059
I haven't updated yet. Thanks.
>>123952023
Thanks for the giggle, anon.
>>123952923
Basically, although scamco said they need a PC version so they can add new features down the line.
>You can manually move your puchis now
Laika suffering time!
>>123952923
It seems like in a year they are discontinuing support for the smart phone version of million live.
Some time in the first part of 2016 they will release it on PC.
There will be a feature to transfer your data to the updated version.
Their reason is that they want to add new features at some point.
>>123952813
>>123953073
Wouldn't it just be like the Chrome app of CG that they're labelling "PC版"?
>>123953151
Discontinuing "feature phone" version, anon. That's usually those flip phones etc that aren't in the "smart" category.
>>123953231
Oh, that's what that meant.
Thank you for the correction, I wasn't sure.
>>123953231
Whatever it is, I`m interested to learn about the new features.
>>123952735
>>123952735
Anything OK.
But nobody sang 765song in jewelries1and2.
>>123945160
You forgot a bunch of idols birthdays.
Welp.
>>123954121
A bunch of idols nobody cares about because they're not MIO HONDA!
>>123945507
Nao isn't really small, her breasts are the same size as Rio's.
>>123946352
Rips hopefully soon.
>>123950102
Azusa is awesome.
>>123953231
Oh good, I was scared I wouldn't be able to play it on my phone for a second.
Still, I'm curious to know which features they are going to add to the PC version.
Getting picked up like a kitten, they're so happy
>>123953405
>>123954457
Judging by how the Chrome version of CG turned out, don't get your hopes up.
Make way for superior criware game
Is it timeM for some SideM?
>>123954837
My file is too big to post screenshot of the new game. Fuck it
>>123954607
Not all of them look happy. Still dangerously cute regardless.
(o・∇・o) (o・∇・o) (o・∇・o)
How many Mocho would one need for Christmas?
>>123955197
Karen knows what's about to happen in that bed.Rough cuddling.
This guy.
>>123955208
You can never have enough.
wut
>>123955197
And some just aren't that phased, fucking hell I love this girl.
>>123955436
I've always wondered, how do you get those SSR posters?
>>123955848
When you pull an SSR you get a poster with it.
>>123955848
Get an SSR, comes in the mail.
>>123955848
They come with their respective SSR.
>>123954708
Chrome version of CG has less features, though, and they never claimed that it would have new features either. It's borderline useless, in fact. Can't even play the current idol produce event on it.
>>123955913
I got 2 SSR, not posters. Maybe I retrieved them without realizing it. Gonna check in the items to see if they are there.
>>123956054
Yeah, they get put in your room inventory.
I see /@/ has finally become /ksg/
>that new kei sr
He looks comfy as fuck.
Shiki!
What's freddy's defect?
>>123956420
She's not Natalia.
>>123956420
Frenchies are all insane.
>>123956420
She's not Anya
Fredreica is a _______ mistake.
>>123956514
Fredreica is a sex slave.
>>123956420
She's not my wife.
>>123955575
Uh huh...
>>123945158
Rude.
>>123956374
Shiki I can see your pantsu.
>>123950102
This would look so awesome frameless. But anything Azusa looks awesome.
>>123956863
The next batch will have some great cards.
>>123955436
What are those two new options for on the left bottom side?
>>123956946
The CG ones were great too.
>>123957091
SS ones were shit
>>123957695
No they're not.
SSR is a lie!!
>>123946775
>>123952735
>>123953406
>Choose a song and an idol who would sing the song
So, if I were to pick Asuka or Kyoko, I'm basically gambling, huh?
>>123958235
It does seem weird that they're giving idols cover songs when we haven't even heard their voices. How long does the voting go on for anyway?
>>123958235
Yes.
But with the other three already being voiced, i'm expecting scamco to put their full efforts into finding suitable VAs for the two. We can trust chihiro.i'm scared
Vote for Shiki.
>>123958895
I could use some convincing.
>>123958450
As much as I want Asuka to do Fripside's Red -reduction division- or Mami Kawada's IMMORAL, the fear of her VA not being up to it weighs more.
>>123958895
Is there even a song about sniffing?
I already have a song in mind if they're asking for Atsumi.
https://www.youtube.com/watch?v=Ouqm5-dmDD0
>>123959109
She's the best. Nice voice, personality and quite popular as well. Vote for Frederica too, they must go together.
Ai Togo or Reiko in SS when?
>>123959192
They need to reveal their voices soon.
>>123959271
But I like all idols equally.
Which rock would you roll?
>>123959345
>that comic
I can't believe people seriously like her.
>>123959458
What's wrong with it?
>>123959346
This one.
>>123959458
Yeah man, fuck Chihiro.
>>123959640
Niwaka wouldn't know rock if she had one thrown in her face.
>>123959345
>>123959480
I can't wait for her Mezase Cinderella track.
It's gotta be the most pretentious shit ever.
>>123959680
That's not true. Riina is a rock prodigy who's an expert guitar player and songwriter. She told me this herself.
>>123959640
Roll her down the stairs?
>>123959759
Pretentious and awesome.
>>123959793
Roll her her into my bedroom where we'd rock and roll all night and party every day.She probably won't get the reference.
>>123959785
Well I suppose she wouldn't lie. It must be true.
>>123959814
Silly design, but i like it.
Nino's grin is great because she rarely shows her teeth
>>123960149
>Silly design, but i like it.
You're just a conformist.
>>123959814
What if Asuka turns out to be an even bigger poser than Riina?
>>123960236
She already is. Don't need a voice to tell that.
>>123956946
>that card
The random room thing is pretty fun.
>>123959814
Is that vilppu loli, yakuza, and Haru down there?
>>123945863
Minaco pls kiss me hard.
>>123959480
Jesus Christ.
Does she spend all her free time on reddit or something?
>>123961190
She's a pretentious hipster 14 year old.
She's not a complete moron.
>>123961249
LanLan is the one with brain damage.
>>123961337
At least she has Koume now to repair the damage done by that hipster.
>>123961337
Lanlan is awesome.
I hope Nino and Lanlan are forced into indecencies before an appreciating audience.
>still no event date
>haven't played in two days
Should I just take the rank-up now?
>>123961337
No Ranran is adorable and deserves forehead kisses.
>>123961449
How cruel.What kind of indecencies?
>>123961460
Event is the 4th. In the time you’ve wasted saving that level, you could have gotten another one.
>>123961460
December 4. Read the thread
>>123961490
Mutual hair ruffling while looking into each others eyes.
Who will win her heart?
>>123961603
You monster! I must save them from such a fate post haste!
>>123961750
Somebody in these threads have a Clarice?
Shake her Puchi up and make her dizzy. Does she also open up her eyes when you put her down?
>>123961683
Nope. No savings.
>>123961750
How sweet, those cute Christian girls are helping the buddhist shrine maiden get warmer.
>>123961920
>Shake her Puchi up and make her dizzy.
I never managed to do this with a single puchi. How do you do this?
>>123961750
I want Ako in this game more than ever
>>123961923
I shall, I shall swoop in and save them both from the hair rufflings and you cannot stop me!
>>123961969
Just go wiggedywaggedywack with her while picking her up.
She'll eventually get Dizzy.
Suddenly, Yui stuff.
>>123961983
Relax and enjoy the show or the next time I'll make them rub together the tips of their tongues, for a ten minutes, before the same audience.
Yui a cute.
Fun gyaru with none of the spaghetti Mika brings to the table.
>>123961653
These relationships are turning into a mess.
remove gyaru
>>123961920
Nope, her eyes just become larger without actually opening.
>>123961920
Her eyes just get thicker.
>>123962160
>>123962278
There won' be a next time because I will have saved them.
>>123962386
>>123962440
Screenshots?
Mail tiem.
>>123962524
A pity. It would've been a gentle and exciting show.
Silhouette...
>>123962536
An expression unbecoming of a lady.
>>123962757
Too bad, because now they are safe somewhere.
>>123962816
I see Kuroi next to another silhouette that's next to what I suspect are Yui and her hipser friend.
>>123962581
Translation?
>>123962816
>>123962956
Does Yui and Chinatsu have a unit name or are they just really close friends?
>>123963219
Yuru Yuri
Ya know which type you're in...
>>123963273
I don't place my phone on my desk to play. I hold it whilst using my index fingers.
>>123963273
the one with the + in the moonrunes
Dude...
>>123963436
are you black? Иди нaхyй ))))))
>>123963436
I bet this is a nigger
>>123963436
Damn that figure is cute
Yukiho what are you doing there
Don't think I don't see you
Now I'm a little confused here. Wasn't Syuko supposed to be some kind of ranking reward?
Also, does anyone know when the second anniversary and third anniversary cards are hitting Memorial Produce? They showed them when the second round started, but I didn't screencap, and now the schedule seems to be inaccessible.
>>123963219
Don't know whether they have a unit, but they're good friends outside of work.
>>123963436
>even his mouse pad is a Mio
Now that's attention to detail.
>>123963436
This is pretty fucking cool, mate
>>123963253
Anon pls
>Didn't realize the new event in ML started until after I wasted all my stamina and BP in normal lessons
Having brain problems is tough.
Mirror mode feels so bizarre.
>>123963436
>no custom printed Mio keycaps
>>123963646
seems like only Momoka and NG Rares are new cards available
Gumi should lead more often.
>>123963670
Courtesy of https://plus.google.com/u/0/117269520077656601775
>>123963646
Friendly reminder not to get caught into this trap, you CANNOT get Syuko from maxing her out like the other girls.
>>123963436
>screen reflection
I need to get Nono starred and out of my team asap, I lose my shit everytime she's on screen.
>>123964451
>he's wearing a Mio shirt
Oh god we keep finding new things in this
>>123964450
What do you get from maxing her out?
>>123964514
Do something about your autism first.
Time for teh card batches, after awhile:
Vo (10 new): http://shockers.s71.coreserver.jp/cgi/uploader/count.cgi?3329.zip
Da (10 new): http://shockers.s71.coreserver.jp/cgi/uploader/count.cgi?3330.zip
Vi (8 new): http://shockers.s71.coreserver.jp/cgi/uploader/count.cgi?3331.zip
Credits to 2ch anon.
>>123964451
>>123964553
That's really admirable effort
>>123964585
Tears.
>>123964268
Where are the NG Rares? I though they were supposed to be added, but I don't see them. I still see the 1st anniversary girls in Memorial Produce.
>>123964739
Such is the power of Mio Honda.
>>123964723
Nice, now to wait for the download.
>>123964751
They're part of medal gacha
>>123964927
Well, fuck.
>>123964450
God, I remember falling for this shit in the past
>>123964902
And take the pleasure.
Wait if ML comes to PC will it come out in english or will it just be current ML with phones and all the cards out already?
>>123965119
>will it come out in english
What gave you that kind of silly idea?
>>123964742
No, what do you really get?
>>123965168
>PC
>>123965119
They should probably do Korea first.
Why is Mio such a naughty minx?
>>123965218
He's not joking
>>123965332
Makabe please headhug me
>>123965378
So you get nothing, or are the tears some items that you can actually use?
>>123963436
Cute
>Playing the im@s radio
>Suddenly Houki Gumo
I know 765 Pro's best girl is voiced by Rie but I'm at least expecting the songs to be pure im@s
>reroll for anya
>get bakane instead
fucking why