 Do journalists have to compete with celebrities and influencers? I do think that if the traditional news or journalism in general wants to compete for the ears and eyes of people today, they have to adopt these new methods of doing it. And if they don't, they will get lost in the shuffle. YouTube, you know, is a similar beast and is, and certainly had a similar impact early on where people are like, well, I don't want to read a article about it. I'd rather listen to this talking head, explain it, because I like that guy and he's funny and he says this and I like his voice. So there are other factors now other than just reporting, truth, a couple of photos and your story's over. There's more that people expect. And I just think I use the genie in the bottle example. And I really believe it. I think that's just, that's just where we're at. And there's no going back.