 But, but there is a lot of that, right? There's this, the whole idea of attention spans, you know, shortening and that sort of thing. And we're, we become, I mean, it has a lot to do with us being consumers, doesn't it? And that's what I'm worried about when I'm talking to somebody else. I'm talking to them, you know, here on the radio, I'm talking to them face to face. I feel like, you know, as soon as we get to that point where you feel like I've, I've gotten all I can out of this conversation and,