 I mean, I just think it's, you know, the internet kind of makes all of us a little bit weird. And it also makes, it means that the market is a lot more crowded with brands. And it's just kind of harder to know at some point, you know, what a brand is trying to signal to you. And we're just on social media more, whereas, you know, maybe 40 years ago, 50 years ago, you were kind of just getting the same message from advertisers about what exactly you're supposed to look like, or you were just seeing that stuff all the time. And now it can be very targeted to you in a way, but it's also kind of hard