I think increasingly you're going to see people sort of lean into what their image is, what their brand is in a way that's very substantive rather than just PR. The numbers are down like crazy. Warner Brothers Discovery cut 100 employees from their ad sales division after winning quite a lot. We'll see if others follow suit. I thought the guy from Succession won Jennifer Coolidge from White Lotus who has one of the best monologues she's talking about. It was interesting because TV's never been better really in lots and tons of areas,. including reality show, everything else.