 And that's something that OpenAI can't do. OpenAI doesn't have access to your text messages, to your emails. You don't want OpenAI to have access to all of that stuff. But Apple, a couple of years ago, about three or four years ago, they did a marketing strategy called laddering, which is where you highlight your competitor's weakness as your strength. So Google and Facebook have been under a lot of scrutiny with privacy. And so they came out and they said, Apple, a core human right is privacy. Yeah.