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When it comes down to it, what you're using media or cntent for is to change perception. You're trying to get some one that b thinks they believe these things, and overtime, getting them to believe something new. Ah, so that's a, that's sort of how i think about a media generally. And then the way that you canyou mention this rising costs and things like that, there'sSomething really to be said about what i mentioed at the beginning, about running it like like a revenue r and product arnd.