 There's about $250 billion spent in the U.S. advertising market and half of it goes to digital and 80% of that is owned by Facebook and Google, and then the other goes to TV. No one's really been able to create, and we're still even trying to figure out the word for it, an intent-based brand marketing platform. If Google has intent-based performance marketing and that's how they've won, no one's created a search for brand marketing. And that's exactly what we did. We don't even have a word for it yet, but this intent-based brand marketing, we think, will open up a whole new category of advertising closer to TV and brand. TV is really just about getting your brand message to a demographic within the context of what you want your brand to be known as. Most of the top 50 advertisers in the U.S. aren't performance marketers. They're all brand advertisers. They don't care about people clicking to buy their product. That's what you do on Amazon now. They care about getting their brand message and people thinking about it, and our platform is really about, as people are thinking, your brand is there and organically being sent and shared and talked about.