 and you are putting it out into the world, there is going to be that exchange, right? There is that exchange of, well, people do need to consume this and enjoy it. It needs to take a point. It needs to play a role in their life of validity for this to continue. However, for so many people, what they consume is based on authenticity and how it connects to them in an authentic way. And it just is very, it is a limited thing.