The idea of like you could always not as the first rule of the internet, I love. With children, it is all about attention and dopamine and these tiny feedback loops. So we've entered the toilet word phase of my five-year-old's life. And social media has never left that phase. The people who run social media platforms, they want to be seen as liberators. They want to be Seen as taking down the gatekeepers. We are disrupting. We're innovating. These people have this immense power and responsibility to be shaping people's behavior. But sometimes, and it doesn't happen all the time, I can get to a root cause and say, okay,