Eco friendly plains, that's my favourite one. Ego, friendly flights then never eco friendly, that that list is endless. Let's e tourism, sistenal turism, conservation teurism,. nature base torism, wild life turism. I think ing we have to break down this whole jargon. And what did i learn at business school? Jargon. Rigt. I n can all just talk to each other in jargon?I'm with you, honestly. We just have to qualify what we're saying. There's not one universal standard of measurement. What do you think the key considerations are?