Every generation, it feels like the nineties is where like just pre internet is where civilization peaked. Like we were, that's where we were kind of every generation. I contend. Do you monetization controlling information flow? We get into this game. Well, but you find out certain stories get demonetized. So you just don't tell those stories to. Chris: It ends up being, it ends up being self censoring. No one's altruistic. They're here to make money.