 That kind of language and these very serious statements from, I don't know, brands like Gushers weighing in on these serious political matters, that kind of behavior has seemed to slow down a bit. Like we just finished Pride Month and I've seen some reporting that there are fewer Pride brand activations this year than in previous years. Like Nike didn't offer a Pride collection this year after having done them since 1999. Also, there were a number of brands posting about Black Lives Matter back in 2020 and