 The fact that so many conversations are now technologically intermediated, AI now has this real opportunity to help us figure out like we've sort of like threw up in the air. What does what does time mean? What does space mean? And we need to make sense of that. And we have all this new data and all these new surfaces on which people are interacting. And we have this opportunity then to bring AI to help make sense of that and figure out where it's going to go.