 There is a lot of theory and talk about the The six-seconders and the eight-seconders that are effective. I personally believe it is It has never been a conversation about duration I think it's always been a conversation about quality if the quality was good You will engage people with whatever time you've got If the quality is not good even a six-second or an eight-seconder is a wasted effort because if there's if there's nothing Significant happening there you're not going to get their attention So I don't think it is as theoretical and as Mathematical as it's made out to be there is an element of how do you yes attention spans have gone down Doesn't mean that the necessarily the response is that durations have gone down I think the response can also be saying how do you know in a day and age when attention spans are down? How do you get attention? It's a very different approach. So I think that is where I come from Like even if you see let's say if you see a web series today, right? even if you're seeing it every Two or three minutes. There's something really interesting happens and it keeps you hooked How do you keep people hooked is what we are focusing on rather than if they're not interested anymore? I don't think they're not not interested. Maybe they are distracted So when you're been when somebody is distracted, how do you keep their attention going is a different approach from when? A sound somebody is completely not interested. So I think it's been misinterpreted as not interested I would say they're distracted. How do you keep the attention going?