 any talent, it was recognizing the creative ability of others that could help formulate these things. And, you know, some of the great copywriters and other stuff in the ad business that I used, you know, we will figure out a strategy. And usually if you're in the ad business, you would recommend something to your client. I was the client, but I sort of crossed them up because they always would recommend like three alternatives. Here's the, here's the safe one. Here's the one in the middle. And here's the one that they'll never go for.