 The genius of the corporate America to extract your money away from you. You have to be able to overcome that. Yeah. I mean, I heard now that United on the flights, they have that little screen in front of you, in the seat in front of you, that they're going to have actually targeted ads just for you because they know which seat you're going to sit in. Yeah, they do. You see how, I mean, these people are beyond genius. Yeah, I mean, it's, and I mean, they're, they're,