A soft truth. It could be a soft, a soft or uh hm soft truth. That's actually a hard question. Some of it just has to do again. A lot of uh you know how I kind of like get on standards. It just drives me crazy. Um Standards are OK. We talk about campaign tracking all the time. So I always just keep getting back to standard, standard, standard, standard standards. I feel like we kind of gloss over those kinds of things a lot that and documentation. And so getting back to it's these things that we keep getting, we actually talk about them and some of the things that we're trying to get implemented within Adobe Analytics, I guess. So when we're kind of like cheering these things on to have put into the tool, I guess that that's where we finally return to some of those things. So I would say the hard truths are, it's like where we're trying to get a little bit of compliance around those types of things. And so when we can get those kinds of things implemented into our tools, that's where those hard truths are surfacing because it's like we're championing getting those things implemented. And so I feel like we're trying to implement something that we absolutely believe in. So it's standards, it's documentation, it's those kinds of things. And when you're dealing with like for instance, I am, I'm so passionate around campaign tracking, around making sure that we really get documentation out there and democratizing things to our data consumers. That's what's important to us as the people that are constantly dealing with this stuff every day. So I think that that's those are the hard truths that we deal with on a daily basis.