I mean, absolutely. I mean, I see this parallel all the time and what you just mentioned where you're uncovering that relationship, like you mentioned lightning bugs versus fireflies, for example. Okay. This comes up all the time. And I've done some government work, done a lot of enterprise work over the course of my career. It comes up on a consumer side of things as well, where when an organization calls something and what their various constituents call something, are completely different. And you know, when that comes out, it comes out after the thing is out there has been built, right, and has been invested in for the last 18 months. And now it's so deep and so complex that to change things, we've got a real problem all the way down the way the databases are protected. If that same issue comes out at the very beginning, huh, deeper dive needed here. Now you're playing a very different game and you stand to save a hell of a lot of legwork and unnecessary waste afterward. If you call that out up front. So I'm completely, completely in agreement, as you can probably see. So one example of this is fees versus permits

was got something that we kind of like we're playing with last week, where there's like a parking fee, but then there's a permit to like go on a certain trail. Or do like. Back country camping, which is also where the end users don't use front country versus back country. Yeah. There's other words used for that, but that's that's another thing. But something between like fees and permits and they have lotteries as well for certain things to do, where you like pay a dollar to enter the lottery and then if you get paid you pay $25 to go do the thing at the certain time to see the thing. So they got fees permits, lotteries and also campsite passes. So these are like all things that you pay for that like, and then they end up in different parts of the site because like, Oh, well, a fee is, you know, without really thinking it through, you end up with fees and lotteries being very different things. Where like potentially these are all just permits, they're all permits that you're saying, like, I want to be able to do a thing. One permit requires a lottery. One permit just requires money. So having those conversations early on, like, what is this thing? And then like, then we kind of roll in some UX writing too with like, what is the right word for this? This is, this is the all these things sort of intersect, right? Like, this is UX writing. This is information architecture. This is UX as well. No, completely.