Wait, what was the, what was the first of the truth in analytics? OK. OK. OK. Truth is sometimes overlooked. So I don't know if this exactly answers that, but I am really curious to see how A I is really implemented with the different tools that we're using. I mean, we've had for a while and you know, it's been OK, I think for certain use cases, but I think it's kind of over promised sometimes and delivered in others. So I'm very interested with all the progress A I has made in other areas obviously recently, how that translates to the web analytics, digital analytics space.