 It's the mat work. Like we talked about the big thing with ads is like just get into the habit of trying out these ideas you have because like you generally never know. Like something we just, I just had a conversation with one of our ad guys because he called me and he was like, man, you know, um, I've been thinking about, you know, trying a bunch of different like countries for some of the, like we will let him handle some of these new client ads. He's like, I've been thinking about trying a couple of different countries and like also, you know, I want to try doing targeting outside of music and do like lifestyle stuff. And I was like, yeah, bro, like this is the time to test it out. And I'm like, oh, we want you to test it out because like once again, like you never know. I once had a Facebook ad campaign where I never forget it was a run of time. I was first getting to the Facebook ad and the artist that I was getting ready to set his ad up for when we were talking and he's like, yeah, man, you know, for my, for my ad targeting list, he also target Gucci because I'm, I'm like really in the Gucci. And I was like, at this time, I was like, what? Like, that's stupid. You know what I'm saying? I was like, but I'm like, all right, whatever the client wants me to target Gucci, let me see what's hard Gucci happen. So I was like, we're arguing and it didn't like do bad. Like it wasn't doing like amazing. It was probably maybe like 30 cents cost per click, but it was doing like way better than we expected. But then we were like, oh, you know what I'm saying? Like this isn't, I don't know. Like it wasn't like the worst. And then we just like niche didn't have like Gucci and people that like like found file and that shit knocked it down to like a 10 cents cost-per-click video you ask. And we was like, damn, you know, all that just came from like off the target and from like lifestyle shit. It wasn't like Gucci's more like lifestyle and like a brand thing. It was a music adjacent. So I think that's the big thing to just get into with ads, bro. It's like, literally any idea you have as far as targeting, bro, it's like that's like, you might be wrong. Even if it's wrong from a macro level, then, you know, you can always feel a look like around the data you pull from it or just re-targeted people that do fuck with it. And you didn't really lose too much out of it. But now you know, you know what I'm saying?