 If you are digitally contestable, you have to face it. Uber is a great example. I don't know if you know Uber. It's an on-demand taxi ride service that's peer-to-peer with independent contractors that you use to the app. You just hit the button and people turn up. So there's been lots of global unrest about Uber. In fact, it was just outlawed in Berlin last week for insurance, you know, I would say, lobby reasons. But the bottom line is this, right? If you're managing dissatisfaction, like most taxi drivers are, right, we're essentially not that satisfied with them, but what else are we going to do, right? Go to New York to figure this out. Managed dissatisfaction is not a sustainable business model. So the good exercise for your company is to go home and say, okay, let me look at all those things in my company that are sort of dissatisfying, that we're sort of navigating around, and then eradicate each one of them.