I think it's, it gong to be so interesting over like, the next 18 months or 24 months. You're really taking that approach of finding, let's say, a hundred or a thousand creators and trying to niche down into all these smaller ones where th thet arestarting. And then take for example, what may be a morning brew or an industry dive,. Some one like that is doing, where they have one sort of brand. It'll be very interesting to see how that plays out.