 One of my biggest takeaways this election has been for the past few years, I'd say, certainly the last election here and some of the elections happening in the United States as well. We've been talking quite a lot about paid advertising and the content that the parties will pay to have targeted at particular groups of people. This election to me has felt a lot less important than what we would call the organic content, the content you're seeing popping up on your kids' feeds, which...