A lot of new brands are just going straight to tiktok. And then there's a lot of legacy brands, like oreo is a brand that is crushing it on tiktOK right now. Other big brands which are ignoring tik tok, or does not, aren't doing a really good job at growing their foll there. I think those people who were stuck in the bell boards t vads, and then were later to facebook, and now rand's taking a while to get to tikkbecas they just got convinced their company to get on face books.