 Yeah, people in the media, you know, particularly like people who write on the internet, like this is, it's really bad for us because essentially it used to be super duper valuable to like have an audience of that was big or rich or whatever it was, right, an audience with purchasing power. You had a lot of value as a journalism institution. And now thanks to this kind of digital disintermediation, it is really not that valuable. The value has migrated to the ownership of this, this ad technology. So it's worth going into that a little bit more. So, you know, if you were the Seattle Times, right, like that's a way to reach the Seattle geography, and the sports page is certain people and the news page is certain other people and so that sort of control over the audience was difficult to achieve in other ways. I do think it's important that there are a lot of other factors that have been making things really hard for the news lately. So this is definitely a part of it. But I think just sort of migrating to the internet as a medium, regardless of targeted advertising was a tricky thing.