I'm an economic geography by training. So I've been trained at looking at cities, understanding cities and designing cities as a matter of fact to make them work better. At one stage, not long after I graduated with my PhD, I observed that cities built in bigger and bigger chunks. The projects have become many more in number and numbers. And now even, you know, trillions of dollars. There weren't any big studies where you could statistically answer the question how these products performing. This is the spark already trillions of dollars were spent on products like this on a global scale.