When you niche, you turn your focus into something. It allows you to just extend your value. The marketing changes. That's where a lot of times the people going on the speaker circuit all have these deep level of expertise,. They've chosen that niche to go into versus the other individuals. Now you could make a case and say personal injury is nitching. I'm not going after all areas law. So anyways, that's super long winded here. We can't talk about it too much right now. But how do you get the volume and the quality with niching? And like, where does that kind of change PI firm strategies when they're trying to get after that