 I think the most important thing you can bring to Cannes is a personal air conditioner. It is hotter than a chicken's butt in a wagon right here, and I am sweating through my suit. We don't want to just be like a retro brand. We want to bring all this stuff back, but do it with a modern, like put a modern twist on it. Obviously we've had different actors and actresses play the Colonel, but that's where this idea of branded everything and how we're branching out into new places, new media, unexpected places. I think that was our intention was to take all the best things that this brand had, but do it in a modern way. So I think the main thing that these boys picked up for me was the fact that I tended to not discriminate where I try to sell my chicken. That was the biggest thing that we took from the archive when they dug in and they saw the different kind of people I talked to and the different ways I talked to them and all the different cups of merchandise I used to make. They, that inspired them to kind of go where they're going. Predictable and safe for two words, never associated with white and canopy. There's just a level of collaboration. When you're sitting together every day, you're aware of all the clients' challenges. The number of ideas and the scale of those ideas is just impossible to match when it's sort of siloed out in the way that a lot of clients are operating now. It's refreshing, it's easy, and it's the only way you can do a campaign like we've done that is so consistent from the restaurant design, packaging, the commercials, the crazy activations we do. It all feels cohesive and together because they're all coming from the same place. You want to have collaboration with your client, but you also want there to actually be a tension. You want to challenge each other and it doesn't just go from the agency to client. It often goes from the brand, from your clients to the agency and sometimes they push us in a direction that leads to better solutions. I think when you go in-house, you lose a little bit of that tension and that sort of separation. You lose what we call the outsider's perspective. That's right. That's right.