Not enough companies are acting as medium companies. I think more companies need to act as media companies or develop a media arm. The biggest thing i see the mistake is, is not creating content arms. If you can create content that people are laning on and then choosing to interact with, engage with, now you're building affinity. That's why i think ike, one of the greatest examples is hot ones. Ike made like seven dollars in revenue in 20 months from selling hot sauce. They wanted to go through this whole pack of crravin really good content. Everybody wanted to know if they could take this sample,. So they cold do hot ones at home. It's increasing old