You've

been promoting a book. I get it. You're talking a lot. You're talking a lot in the past few weeks. So I just, you know, he was

working at the Aspen Institute at that point. I Googled the Aspen Institute and called them and asked to speak to Walter Isaacson. And he ended up hosting the podcast. It was great. So instantly, one very big signal, this is not, like, this is a real show. This is not an infomercial for Dell. The other one was, if you went into any podcast app, and you could see this piece of artwork, it said, Trailblazers with Walter Isaacson. And there was no Dell logo on it. There was nothing. And that was a very, very brave decision for them to make. Because, again, the piece is, what are the signals we're sending to an audience about would I listen to this if I didn't work here? If adding your brand to something is a potential deterrent from people sampling it and trying to spend time with you because it may signal that it's about you. Sorry. It may signal that it's about you rather than from you. Don't put your logo on it. And it turned out to be an enormously successful podcast where, you know, it's been like added to curriculum in university because it's such a good podcast with so many good business lessons. But it also, all the research on it maps like a single exposure to this show compared to a control group. You like Del more, you remember who made the show because it was a surprisingly great show, and you map Del to understanding innovation and disruption and transformation. That's the opportunity of making something really great instead of kind of sabotaging yourself by turning it into like a logo wall.