The idea, the transparency and trust, o bedfellows, i thens another really big myth that has taken hold. Can i just give you one really nice example of this from yow mil and so there's his wonderful brank ill? I don't think it's in. Because the transparency is because the trust isn't there. Or like a friend of mine, she says, i have a really trusting marriage, but she checks his emals and messi se noma. She has a transparon mana. How do you think those concepts of trust and technology are going to continue to develop? Where do you think we're going?