 Over the next three to four years, I believe that it's exciting time for content creators because you can skin the content in multiple ways, for multiple geographies, and suit into their taste. So it's interesting. I mean, I believe that right now there is no limit. And it's evolving so fast that it's difficult to decipher a very clear picture on what will actually emerge, say, 10 years from now. Ten years ago, I never thought I'd be living such a world. And the acceleration, especially in this sector, is so fast that it's very difficult to look at it from a 10-year optics. I think we need to look at it from three to five years optics at most and try and override the industry and beat the industry in ensuring that your content is relevant enough, interesting enough for the audiences that you're targeting. My content person is very difficult. When you say content, I look at programming. But it has to touch your sensibilities, is the base. Even when I draft a communication for discovery, if it doesn't touch me, it's not worth it. If it's... Appeal to my senses. Exactly. If it is too much of objectives, it doesn't work. It needs to be true. It needs to be transparent. And it needs to simply save what you want to save. Not provoking. The three keys. Absolutely. Yeah.