 hiding, you know, we're not seeing information that is relevant. And so there are people who've done some really nice work around that. I think one of the first people to really call it in a great way was Eli Pariser in his book, The Filter Bubble. And for people who aren't book readers, you know, there's a great TED talk, I think, that Eli Pariser does. It's P-A-R-I-S-E-R.