i have trouble wrapping my head around this, except on the idea of what you said, cutting your last point case. I think every acquisition they make, we think it sort of this grand vision that they might have. What do they build in towards five or ten years from now? And this is one of those key stapping stones. i've trouble seeing that this is a stepping stone, other than maybe they feel like they can do a little better job on the marketing and, you know, and product and ad and cost side of things.

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