I couldn't help but think back to like the data warehouse boom that and it just it felt it feels similar. It was kind of the myth of if we build it they will come which I mean is that fair? There does become a point where like the cost of maintaining it whether it's to do with the volume of your data or you have to update whatever the case may be even in an automated world there is a cost. And what gets what gets missed is no wait a minute what are we doing how do we need to do it effectively and efficiently who's using it and is that the miss?"

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