How Do You Incentivize Writers?

We don't do much of anything in terms of really deciding, you know, what that content calendar looks like for our writer. It's a very hands off approach. 99.9% of the time the writer is writing their own headline. We worked with a company Cortex that basically you give them a bunch of images or Facebook posts to analyze and they allow AI to tell you a bunch about images. So we know things, for example, that if we have an image of a Disney cruise ship, that's going to underperform on average. But if it's a Disney bus, it's going to overperforms on average.