When capital is cheap, you go vertical. Now capital's getting more expensive, and neflix has made the decision to try and go into the atsported business. Oh, let's not out source ad sales. Let's build our own ad sal source tam. And when i interviewed ted surrande to sant loyou er min betemperary,. Ye. The other thing xsays is, and it's such a one 80 is it in terms of partnership and your reputation in the community? I remember i did a a brand stray project for a cemical a m b that ultimately ended up becoming cro logos. They told me they've been honest they've