 And ads can change depending on whether you're headed to work, the airport, the ball game, a friend's house, or the grocery store. You know, Crest versus Colgate, maybe you don't care too much, but maybe there's an advertiser who'd like to talk to you. Another plan is to make it so you can lock in the price for the rides you know you're going to take routinely. So every single day, instead of a price that bounces around, you get a consistent price. And that's something we know people stress about.