 The conversation between your dad who is effectively a co-founder and his view on social media versus your view on social media. It even happens in this podcast where it's like, I'm in my 30s, the team here is in their early, early 20s and it's so much different. But to me, I'm convinced it's everything for brands today, especially as we enter a recession. It's your best, I think, investment you can make in a business. I agree. But I feel like some of the older generations are like, what is this TikTok thing?