If you're like a small advertiser, and you don't have good technology, you get taken advantage of. It's interesting that they don't give in how important these channels are to them. The paradime of that c m o is coming to an end. i am inoculating myself to advertising. My kids do not watch advertisingi doesn't happen in our household? And what impact will that have over time? Ed, i have you two with pro with no ads. Net flicx and disney and h b o max do not have ads. I would say that's the majority of my media consumption right there.