I think that the delight factor is one that can get lost in projects, especially when we're building something for someone else. I mean, and I love Darren Walter's book Designing for Emotion. Have you read that book? Yeah, it's a great book. So great. It totally reinforces that whole idea of the importance of delight. What does the future of UX look like to you? That is definitely a toughy. But my initial response would be that user experience will be defined by the people,. The users are going to be so dynamic and so connected to who you are as a person.