The Unknown Unknowns

It seems like every week something new is happening to the point where I'm just kind of like, I don't know, let's rethink this entire thing right now. It's crazy how discussions you would have last year, for example, an MDM or any data topic would have been relatively it would have been sort of a continuum of the discussions we've been having for the last few decades. But now what we're seeing is these questions are actually being asked. We know the knowns, but what we don't know is the unknown. And that's what these things are helping us go find that we didn't realize before. The value is absolutely positively there.