 from Armory yesterday. Amy, I wonder if I could ask you, you talk about the three phases of Moby, you talk about consolidating a lot of the data sources. What organizational implications did that have? Can you talk about changes and how you navigated through all that? Yeah, yeah, so we decided to do one big shift and that's to have a centralized analytics group. But that doesn't mean that all analytics in the company's being done centrally is because we just don't believe that that would work at all. So I describe it a little bit more as a hub and spoke kind of model. So in the centralized group that I run, we do three things. We build out the platform and the whole ecosystem. So at the heart of our platform is Hadoop and the beating heart. And then all around the outside of it, we've got many other tools that we use within the Apache community, but also Oracle, Teradata, Mahoo, SPSS. We got them all, we got them all in that ecosystem. So my team built out the platform. We also work to bring all the data together and centrally manage that data asset, cleanse it, partition it, make it available through Hive. And then we work up the stack and that's where we act a little bit more like almost a professional services organization out in working with the business units to help them do analysis. So that was our big shift, was to create this core that enabled us to keep the data asset in one place and make it available for everybody. How are you integrating that into the business model? Because obviously, I wrote a post two years ago that data is the new development kid and now I look like a genius for predicting that. But that's truly the case right now. We're hearing that data is a competitive advantage. How are you guys, I mean, you also got to get a handle on it. As you guys look at the business model, how do you integrate that into the businesses, into different products? Is it just, you're kind of sprinkling it around everywhere and people accessing it? Yeah, so all the business units now have access to the centralized data. And what they're all shifting on doing is, a lot of our products are consumer applications and consumer apps, everything they can do about knowing more about the world and what the consumer's looking for, to make a better recommendation to be going. Treasure chest. Yeah, absolutely. And even just like, AB testing right on the app and all that, all of that's enabled via data. So every single one of our consumer based apps is moving towards a model of being able to consume data that isn't just in their silo, but it's data that they can get from other parts of the business. And then in general, the whole business is moving in that same direction.