 And so we can think of scholarly communication activities, peer review and otherwise, as that core value proposition of what societies bring to the table. And so we can think in new ways about if we're, you know, putting that in practical terms, you can think about that in terms of business models. Business model is not the control of information, the gated access to information. It is the evaluation of that information. And that evaluation process is a viable business model. We need the expertise that are housed in the collective action of societies and their members. And so that is a service worth paying for. And that evaluation process can be conceived from a society level as something that is done piecemeal. We help to organize and facilitate the actions of peer review rather than the control of the information, the output of that review.