Aaron: We're going to start seeing a lot more user experience focused on the conversations that we're having with our users. And, you know, through everything is cyclical as we mentioned multiple times at this point. So I think it's going to require us kind of coming back and focusing on our markup a lot. Aaron: What happens when Cortana, Alexa, Siri, Google Now become actually connected to a browser where they don't just present you with search results. They actually read you the most likely answer to your your question if they can determine it.