 So it's probably the best article that's come out about TikTok versus Instagram ever. It's about leaked documents from Metta about how Instagram is so far behind TikTok and they're scrambling to do anything to save their platform. But one of the biggest misconceptions and one of the things they touched on was the idea that TikTok is the new TV in that it can get you so much reach, which is somewhat true, but their point was, but TV doesn't translate to sales. It's more about brand awareness and they're tuning in. Yeah, you have a dedicated viewer. Yeah, you're right. And but that's a big misconception is the misconception is that TikTok can't drive sales.