 So my whole thesis is built around Disney and Disney, I mean, he founded the studio in the 30s, his model's been staring everyone in the face and nobody's replicated it since the 1930s and it went like this. Disney understood one thing that every studio has ignored for whatever reason and that was every piece of content that he put out had to be feeding into a brand ethos. So everything is about the magic of childhood, about good triumphing over evil. So if I say to you I'm going to go see a Sony movie or Warner Brothers movie, you don't know anything about it. Right, no I don't have any sort of, oh well if it's a Sony movie it's going to go this way. But if I say I'm going to go see a Disney movie. Right, yeah, you're right. You already know something. I've got a preconceived notion of what it's going to be about and that I can probably bring my kids that I don't have. Yeah. Exactly. Possibly going to be animated. Right, so our thing is if Disney's the most magical place on earth can we make the most empowering place on earth?