I was trying to figure out when you... Like when did all these interactive things kind of get built out? And you guys have been doing it for a while. It looked like it was September or October of last year that you guys really built out and were very, very clear and explicit on that. Was there an impetus? Like what was the impetus for it and being so clear? Or was it getting out in front of all the stuff that we're now talking about? Well, I would say as just high level cultural principle, transparency has always been important. We try to be simple, but fully featured, which is like a hard balance.

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