I loved that episodic series you did. It was a swipe night rit the name of it. I'm really are interested in your take on how advertising is evolving, and also particularly fromi from a perspective of story tellers. Well, advertising is evolving in a way that i think is really exciting, because am you don't tell stories. You create them in the market place. The idea of a top down narrative is does not the results or the engagement that we all expect as people. Now wegg i want to be part of the story. In the middle of the end, show me my en ramp to participation, and then you got me. That's the future of