I think a lot of people are, you know, struggling. It's like, how can you be so critical of TikTok when, I mean, it's just- Anyways, I think everybody's trying to figure this out. A lot of what you're talking about is something you Chris Lick at CNN where he used to work is pushing. Is that the right direction? Do you see more of this and can they keep audiences? You know, Fox is only growing with their anger machine,. Their persistent rage machine. Well, I do think it will work and it'll keep audiences. What advice would you give somebody who wants to start a media company that's new centered?