 I mean, I used to be incredibly intimidated by the concept of marketers having to beat data, you know, data experts and comfortable with data, and now it's the first question I ask. I can't wait to get my hands on it if it's not present, I'm wondering where it is. Similar with things like generative AI, when you peel it back and take away, you know, the worry and you start thinking about, wait, what might I be able to do? What's possible with this technology?