The next proctor and gamble is going to be a holding company of creator first, or creator lead brands. i do not believe that human beings have deep love for most consumer products that are sold under the procter and gambole umbrella riht. I think this thesis still holds for anyone who has a deeply loyal niche audience. It's almost like there's a negative correlation to adspend. And so what if, in fact, it's not only that you're stealing time so you have a shitty click through ras, but also that every time you put an add out there, you're also kind of pissing somebody off instead?