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With facebook in particular, we now know the story pretty well. They had to get the user engagement minutes up because of the ipo. The experience that we have day feels like this is what social media is, but it's actually quite different than it used to be. That was the big insight that made this from a sort of interest an venture fonded a tech firm into a 500 billion dollar company. And that change, that ile point is, that's not what people are signed up for unless they're 17 years old or more.