 That actually is a science. If you're running a business, you have a lawyer, right? You have an accountant, right? Right, every business has these things. You need a social media person. And it's not the creative director. Maybe we just haven't had the right one look. We've had the let go of some social media people that are doing things that they're just reading on blogs, but that blog may have been written like six months ago. And what's happening today, and it's moving too quickly. If you look at big brands, they're out of touch, and they're just posting pictures. And no one cares. Pictures got people's attention at one time, and that's now videos. What's nice is the videos with a song that everyone's listening to in the moment tends to get more eyeballs.