 You take a look at the creator space today and really what has happened due to platforms like TikTok, which has really made it all about creativity and the ability for anybody to be a content creator. We're starting to see that those folks are becoming creators and micro-influencers in their own right and they have a lot to say about the brands that they love and the brands that they support. Short-form video content is the way young consumers communicate and so really what you're talking about is a vehicle of communication and relationship between brands and their consumers. A brand's understanding and ownership of their own data and their ability to say that this person moves the needle, that to me is really where true influence lies. It's not just in one's ability to post organic content and then take content. It's really how do you cut in the ability for one to really understand the impact that they have on a brand's bottom line I think today.