 public service broadcasts like the BBC should be thinking about how a public media company should be making an intervention into the digital space in the context of Facebook and the rest of it. Now people online were like, oh, you know, did you know the BBC is part of the establishment? Like, you know, this is ridiculous. And it's like, all right, fine. But to an extent, I just think we've now reached a point with the BBC where I'm trying to argue that we can reclaim the BBC for for the public and for democratic principles. And people are just like the BBC. Are you fucking kidding me? And I think in the last few weeks, I mean, I don't know if you guys are aware of this, but Andrew Adonis is sort of, you know, the ultimate kind of Blair right, you know, anti-Brexit campaigner has been has been tweeting against the BBC for like for over a week now. And I think there's there has been it's not showing up in polls yet. I've not seen any polls like they were pretty solid like a year ago. But I think there has been a shift of mood on the BBC. And they're I think they're eroding their support base. Ultimately, it's going to be the left who are going to come in and save the BBC and public service broadcasting, not save it as it is, but reform it and protect the values of public service broadcasting. But with this kind of stuff, and you know, how are you supposed to go out there and argue in defense of the BBC, you know, I'm not a critic of the BBC really, I'm just describing the BBC how it actually is, you know, I'm not the books, you're an observer. Yeah, exactly. The book's not a critique of the BBC. I'm just describing what it is and how it works, right? I mean, I have critical things to say about it, obviously, but that's not what necessarily what the book's about. And I think we can address a lot of the problems in the BBC. That is getting a very difficult argument. It's getting a very difficult argument to make with this kind of stuff. You know, they really are digging their own grave. And it's kind of frustrating, actually.