 A management consultant talking about TikTok. This is good stuff. We have this conversation a lot on the podcast. My philosophy, especially with this impending recession, is like the virality of a video couldn't allow you to acquire a customer at a clip that is free. That is nothing compared to a customer acquisition cost of like doing a Facebook ad or Instagram ad that people know is an ad. People don't understand what I'm saying. I sound like I'm Gary Vee or some social media wizard. It's not that. It's like the recession, people have to get more efficient. The new algorithms allow you as a creator at any scale to kind of level the playing field.