Is This Direct Response Aggressive?

Apple is doing an incredibly well, like, great videos. They convert so well on the direct response side of that. But you mentioned they're also doing some things in the E-com. It's very paradoxical. Similar what we saw with bio-optimizers. So you see those tactics and bringing people in that are pain aware. And I'll tell you, actually, I've seen Apple in on social influencers before. Most direct response offers do not make it onto the influencer realm. Because they have that branded option.