 Okay, so I understand eye tracking is widely used in marketing, as you explained, so when I go to like fast for us around, I guess, maybe the menu, and I'm looking at that, they optimised that with eye tracking or when we watch commercials on TV, perhaps some of them were also optimised with eye tracking to see what we look as. Yes, and Google search as well. Oh, okay, that's very interesting. So this used to be a powerful tool, eye tracking. Why is it used to research subtitling in particular? So we use eye tracking to verify some long standing assumptions that we've had of how viewers engage with subtitle videos, right? So we can test, for instance, how different people, different types of participants watch subtitle videos, and in particular, we're interested in how people read subtitles. I'm not sure if everybody is aware of the fact that when we are reading, we are not focusing on every single word that is out there, but our eyes make those tiny jumps called saccades from one place to another, and the moments when our eyes are relatively still, they are called fixations, so we're fixating something. And when reading, we don't fixate every single word, but we tend to skip some words, some words that are shorter, some words that are very common, we call them high frequency words, and we tend to focus on words that are longer and that are less common, they are called low frequency words. So in eye tracking research, we look into fixations and saccades, we look into how people read subtitles and how they are interupting also, so how much time, for instance, they are spending on the subtitles and whether they have time to look at the images as well. An example of this type of research would be how subtitle reading speed impacts on the time that people have to both read the subtitle and to look at the image.