 What are the things that you see when you think about your social media strategy that you go like, this is definitely high yield in terms of attracting a new user? Spikes, gosh. I mean, for us, the big spikes were of course COVID. We saw just a massive demand, but it's hard to really correlate spikes on social with new subscribers. We really see that in actual pieces of content that we're using as an ad to acquire. That's interesting when a piece of content that we're using to acquire a new customer is working. Is it the copy? Is it the way? That's how I like to analyze it. Like what is it that's making someone click on that and convert? But I wouldn't say like, oh, this post is, I'm seeing a big conversion on the app.