I think for more broad level mediar companies, there's going to be a reckoning from a subscription perspective. I just don't think people need that many general subscription products. With the third party cookie starting to die, with apple blocking any sort of track ing, i also think we'll see a real revitalization of advertising. The ad market is big than it's ever been before. There are tens of billions of dollars in in ad revenue out there. Why wouldn't we want to capture some of that? And if it doesn't, i am more than happy to take as much ad revenue at morning brew as i can. Our ads partners love us. If other media pooh po