 So, you know, most marketers these days are talking about their digital journey, how are they using digital to promote their products and their media mix has changed over the years. How is it for the Azure? Likewise, we are actually, we were very early adopters onto this journey because it gave us the ability to speak to consumers in a very targeted manner for one. For the second, I think digital and technology is going to become an omnipresent part of our lives. We're already seeing, we're probably on to a whole new wave of transformation that's going to give us the next curve really post COVID and digital access. So I think it's exciting. It's also going to be a huge learning journey to your point on Diageo and how important it is. Because of the fact that we are responsible about the way we communicate, we are actually not present on a lot of mainstream media. So therefore, we are very clear about how we communicate and you know, our promotion plans on digital as well. That being said, there is no doubt that content is today driving the way consumers are engaging with brands and culture, right? It's the reverse. Earlier, brands spoke, consumers listened and that was the way they engaged. It's now turning to a place where content is really where they see brands, they see culture and then they find ways to engage deeper. It gives us two or three big opportunities. One is communities. Communities are stronger than ever. So we want to engage with communities meaningfully. And I think our brands with purpose deliver that. The second is it gives us the ability to be more focused and targeted for different brands and propositions and that for us is always going to be a good opportunity. For example, if I want to reach out through, let's say and look for options to build the most fantastic experience at my wedding, I know where to go and access it. And that gives me a responsible way to access information about the category. And the third thing which digitally gives you is also it gives you the ability to have meaningful conversations because you can understand who your consumers are better, what are their needs, what is the information they're looking for. So you can build an ecosystem around it. On those three pillars, the transformation, the technology that will be used, whether it is AI, whether it's generative AI, whether it's going to be, you know, using all kinds of new age tools to make it come alive. I mean, that's the question, isn't it? And that's what we're all going to be looking to. So it's going to be a fascinating next couple of years.