Netfliks being kind of like a price anchor or. Spotifies a price anchor because i know the amount of the value i get from those two products, and i subscribe to both. And so to me, if you ask me for the same amount of money, i have an expectation of what you're going to give me for it. The other thing is, it's funny to hear be so bolished on consumer tack and subscriptions. Eight years ago, v c s were saying, don't tell te consumers their higher churn. Here we are with spotifi doing great, neflixs still crushing at duolingo, showing this is a viable model. Consumers have really changed...