Uchib, on the other hand, does need to have engaging videos a big part of it. And you hear of people disappearing down the rabbit hole of the utube algorithm. It needs good content. They are more dependent on their content creators to keep their uses engaged. But by and large, it's all about delivering a sort of a good enough experience that you wasted time effectively. You're just seeing this integration and modularity shift in so many different businesses,. Both how it affects companies, but also how it affects value chanes.