 We're really going to see that authenticity, truth and trust is going to be more worth its weight and goal than it used to be. But definitely that also puts an onus on us to provide, you know, insight from communications and also to find a way to connect in a way which is more human than just a commercial point of view as well. Consumers are now demanding experiences which are really created through their specific needs and with new technologies coming in, I think helper personalization is really possible through grid marketing techniques that we can do. And there's new people, younger people coming and they don't want to spend hours reading a white paper. They want to consume the same type of information in a bite format. So you need to produce marketing materials the way people want to hear them.