 and where things are possibly headed and where, you know, generally marketing follows the money. And if there's money, people are interested in buying a messenger and they'll provide it. So I think that we're just seeing the pendulum. Maybe I'm the last one hanging on to that, you know, to that original part of the swing of the pendulum. But I think you'll start to see more and more people embrace it. And you're seeing it. I mean, there's,