Cale i: You've got a great handle on the different types of players with an bes by, and what k m can do for them. I think that's one of the keys to it, especially in a company that is as big as baspy, is to make sure that you have some structures of how information flows. With that said, you can never replace the value of getting in front of an end user and spending time watching them use things, understanding their environment. No matter what roll your in, even if you have like customer research or employ research team, you should still do that.