 So, you know, at Aleda, you know, we do a lot to help organizations really understand how this technology is going to impact their business, really looking at what are the opportunities, threats. And then we really help them trial it out, you know, in different applications they have to try and figure out where it's actually going to work and be useful. And so when I think about, you know, talk radio, there's a lot you do to prepare for a show. There's a lot of entertainment value. It's a lot of personality. It's a lot of emotions about connecting with listeners.