 Honestly, we want to work with companies that are willing to take risks and try things and be super creative. Like I mentioned before, I just love the science behind this stuff. I love the creativity, the nitty gritty of figuring out what are we trying to do and how are we gonna do it and how are we gonna tell it? I love doing things that are funny. I love doing things that have some humility. But how do you do that in a way that really makes people sit forward and watch it? Sometimes these things sort of just gloss over when they come on, sometimes they work. And what is the science behind it? And that to me is what really good marketing brand companies do is figure out what that is. And that's really what we love to try to figure out that formula and crack that nut.