David keith: I don't get any pleasure in triggering lips. And i don't think it's necesly kes either. What you're really doing is because we are willing to debate and we're not afraid to have the conversation. You're now re defining that as triggering other people. No, we're not. We're just wing have a conversation. Can i ask him a question around names? Tim i, tim dam for we wacl heve e met before. Im a, do you that overtime content has gotten shorter? Sound bites have become kind of the primary form of content. More is that a big driver do you think societily, in terms of