i found interesting, looking back on some rising things, is that acleva was working kind of in obscurity and wasn't well known until the start of 20 20. A new york times expose basically revealed it and explained a lot of what it was doing. And then over next months, you have a dozen new stories, and there's really a flood of responses to it. So ye, i think it's an interesting thing to realize, looking back, that this was very much a press coverage driven event.