As the world gets more complicated and the data gets more complex, the human capacity to understand a concept isn't really moving that quickly. I feel like the gap explaining how web analytics worked when it was a log file analysis was like, you could do it. You know, that's like a five minute conversation. Well, that if you jump to in the digital analytics world to server side tracking and first party cookies, what's going on into the hood is wildly more complex. So it becomes a bigger communication challenge to get to the essence of what they need to understand in a way that's kind of clear. When we talk about generative AI, when we talk about machine learning, when