Are You Expecting a Significant Planning Review?

Marshall: We were actually I think most curious in how we could find a well what felt to us like some universal truth or some universal appeal at the time. And so as we first started to dip our toes in communications, we wanted to speak to the condition that people were going through and their ambition for travel. So you're right. We didn't need to necessarily go really deep on as many of the, you know, I guess audience segments or international needs. Our first order of business was going to be to find that universal appeal and the thing that ultimately we could go out into the world with, but that would be enduring over the long haul and a stable of what the brain