When you think about analytics as just analytics and what we do it in, of course, we always find ways to make it more complex. And I'm very opposed to like if we take data and analytics and all that is something that people should do but don't want to do based on their own interest, then that always fits very complex to them. What the word means and like what I'm then trying to find is like analogies to other areas. For example, think of a car driver versus a plane pilot - they wouldn't feel comfortable flying a plane or driving a car. But back to the to the plane pilot, it may not be that difficult, like it's just become