Sustainability is non binary. We need to make it non negotiable m for sustainable travel to be an option. What do we do in the meantime, you know, to encourage and persuade and sell those trips that are more sustainable? I could talk for days on that one, but who would like to answer that? This is reminiscent of a number of sectors. It's easier to sell something when they see what's in it for them. And i think we've always found that, you can always, we can't always, but it's easier to sold something when they sees what's init for them than to say, what's better for the envirament or it