I think if you look at something like music where really all the platforms have everything you could possibly want, once you get into a platform like Spotify, they start servicing up playlists to you and making recommendations to you over time. It gets harder and harder to get out of these ecosystems. The other thing that I think is interesting is over the past seven, eight, ten years, you've seen this big trend of new entrants in apparel, retail, you think about your all birds types companies. A lot of those companies were able to flourish in a low interest rate environment and environment where it was a lot easier to target advertising.