 It's sort of immediate. Right. And podcasting is not quite so immediate. Not everyone's a listener, yeah. And not everybody's a listener. Right. I think that those are a lot of things that have, you know, on the one hand, you know, maybe kept it from being, as they say in history, hockey stick growth, right, where it's just a steep, steep rise. But it also, you know, it has consistently become more and more popular, I think, as it's become easier to consume when you can –