 Yeah, it's a great question. I think with regard to advertising, you're absolutely right. It has been in retreat for the past few years as it aligns itself with political causes. I think it crescendoed largely in 2020 with that wave of Black Lives Matter ads that came out, particularly in the aftermath of George Floyd's murder. But what you saw in the years since was a couple of things. One, you saw increasing numbers of surveys showing that consumers...