The technology to create deep... Although I don't know what the copyright in is on all this, right? So maybe the artists can actually just license their likeness to Camio's AI and Camio can then do it. That's why I don't think they're screwed. The version of their business is not good, right? No. If they don't lean in, if they're not a top partner with somebody like an open AI or a stable diffusion, then they're going to be in a really tough spot. This is exactly what the show is about. It's like, for the most part, where can you build defensibility and where do you have to disrupt yourself