The power when you're customizing the ads down to the level of the individual and what you know about them and what they've been clicking on and their demographics, like, how incredibly powerful that is. And an advertiser's going to pay more for that, right? You realize the extent to which facebook inevitable. It's always that multise process. You have a new medium, then you have the imitation of the medium that came before, that doesn't work very well. Then you figure out what the new medium can do that. The old medium can't. And then step three, you moditize it. But podcast has the gap where the ot of time people spend listening