What Does That Mean to the End Consumer?

The first kind of modal on my iPhone when I open that app comes from Apple, right? And it says, do you want to permit this app to track your behaviors or something? So like we actually we were just looking at some of our data across our network of privy stores, 100,000 stores, and we saw April 2021, I think it was or whatever. It was basically Q two 2021 when this first went in. Since then we've seen steady decline in traffic for all the reasons that that Ashley's talked about since then in site traffic for these merchants. Some are 15% year over year down. Others are more than that. so it's very real easily.