i think we have a leadership crisis on a few different dimensions. I feel like a lot of the previous gentle markers are still holding on to, oh, i wantan award and, you know, i was credential by my peers. We see this not just in marketing, but immediate as well. There's such great marketing talent out there,. Like amanda, who you've had on your pacass previously. She's so interested in doing what's right for marketers. Her start up, spark toro, is helping you pull lists of influences that are actually useful. And they're helping be part of the new process of how a lot of marketing is run. It's going to become