The real unit of power is being able to create the look alike. If we've learned anything from doing this at scale, with the other mirrer image of this, which is just like getting people to buy stuff. Facebook has figured out what the true product is here in this world of abundance. It's when you have infinite variety. I'm genuinely not sure which whole movement is going to break in becoming an established conversation. But i think there will be a lot of experimentation that leads to failure on a lot of these factors. We can also do nearest neighbors and not invest in anything that's like google. This is my decision as the end-user investor. The challenge for us all