Is There a Co-Hero Rational Reason Why We're Focusing More on First-Party Data?

We're focusing much more heavily on first-party data. And we have what I think is actually a slightly artificial idea that you can do whatever you want with data inside your own company, but showing it between multiple companies is evil. That's a whole, that's a fascinating kind of wormstone. Open up one, do you? But that's another podcast. The point is that, frankly, so you have in the tree, you have first- party data. You also, of course, there's a margin structure point here.