 represent that piece of people to them, like a piece of their identity to them. Like the way that, you know, even that 45 year old, uh, or my father-in-law, Steve, who's 65, uh, that when they, they put on your CD or they, they hit play on the streaming service, it like represents that piece of them. It's a really intense piece of them. Absolutely. Yeah. Um, so first question is how is it different now?