There was no sense of unit economics either. You can look at eyeballs and engagement as top of funnel, but then what does it accrue to? And that's where there was no answer. People had no historical information on how much a user was worth. But they got so much right, if you think about it. It was just the timing wasn't sustainable and the way they were putting capital. I wonder if people will look at soft bank as that moment in history as well, or if sombak will get it right,....