Email was the last bastion. Like, RSS feeds, nobody cares about them. So email is kind of the last little nugget that you can own. Is that why? Yeah, everyone's looking for the new, great thing. No, it's going to be video on platforms because email has always worked. And it's the final of media. It's just. You know what I think? The problem with it and listen, even if it was a hundred million dollar business in that world, which is their take on their overall GMV - they're still relatively speaking a small business. But because it's a platform business where they have really no meaningful content costs could be