In a second life, I'm working on a novel. So you're talking about like that predictable emotional experience that Justin was talking about, which it's being so true and like everything. My favorite creator on the internet is Harry Mack. Every Friday he comes out with a new video and I like patiently wait for it and I watch it because I know that the people who aren't expecting him to be any good are going to be blown away. That's how I think about providing my audience with an experience. You're sort of a slow drip from your social media into you know signing up for your newsletter and maybe eventually buying your products.