 So when we talk about challenging the status quo, what is the current status quo? What are you challenging? Relevance is not some game of awareness or reach and frequency. Relevance is a measure of the 99.9% of the time that your fans aren't interacting with your brand or your content. Why is different greater than better? Differentiation is a thing that actually in my mind creates a sustainable long-term advantage and it actually is where the core of your value proposition sits. This is the stuff that truly creates lasting value.