The Cost of Acquisition of Content Marketing Is Going Up, Right?

Cost of acquisition goes up, right? Because you have to pay to get that traffic. So can these kind of startups even emerge, right? Are we narrowing the field here by making everyone pay to get traffic, right? That was the thing that organic did. It was like organic leveled the playing field. And so would you do us a little guy? There isn't that democratic quick win that search used to be.