 Mm hmm. And so when it comes to this new media stuff, I mean, when you're talking to how do you develop your media strategies? How do you go about doing that kind of stuff? I actually have a business partner. He came on board over 10 years ago at this point. He actually owned an advertising firm. So he's pretty experienced with it. But his team of people in the organization are mostly younger people. And we give everybody a voice.