This is the exact same battle going on right now with click treams, rihts o, click streams, our looks, likes. What we actually are ar or doing when we we're visiting amazon and those sihtes are collecting that data and selling it. It's worth hundrd of billions of dollars. But here's the thing, it's an ownership battle. And so to keep the vingot so cool as a battle at 35 thousand feet, is also taking place in the virtual world.