 You've got to be able to adapt and lean into what the trends are. And today that means even, you know what this old guy's learning? I'm learning about things called AI, you know? And you do too, man. You're no different. Because I'll get my butt kicked out here in the marketplace if I don't learn the language and the vernacular and the nuance of the new ways of looking at things. I didn't know what a conversion rate was.