The goal is a hundred adverts. Think it went out at around 200. So what was your inspiration for the framework lapped up? Itt ultimately was that there must be a better way. You know, unless you're a platform owner like a gogle or an apple or a facebook, you're effectuivaely in this constant race to the bottom. And so what is the better way? Sure you n out with the project. I'll ask my producers to tell us what that is to day a.