 and where, you know, generally marketing follows the money, and if there's money people are interested in buying a message, then they'll provide it. So I think that we're just seeing the pendulum, maybe I'm the last one hanging on to that, you know, to that original part of the swing of the pendulum, but I think we'll start to see more and more people embrace it, and you're seeing it. I mean, there's sports events like Ninja Warriors and whatnot, I mean, they're