I think that also kind of plays into the role of technology in these social medi companies in it right? Because a lot of those conversations will happen on these platforms. So you have this kind of limited horizon of things that you might see because you're served what the the platform knows that you want to see, instead of necessarily something that might challenge those sorts of ideas. I mean, one doesn't even have to look up a old movie or something that we might even tag as being stalgic media and suddenly find themselves in this kind of nastalgic algritmic feedback loop. It does lead o sort of ulimited horizonf thought and ideas.