The first time we saw Google show like Lambda on stage at Google I.O. was 27 years ago. So, you're entire business is built on basically Google search and advertising. And so doing a dramatic move like this and shifting all of the economics and everything behind that is a risk to your whole business. You can't move forward as aggressively and quickly with such dramatic things like this. It's amazing. We've got access to it. People are actually going out and testing this now.

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