The biggest role. I attended a session yesterday where they called it the foundation of digital analysis. And I completely agree. You have to have solid data to make solid business -decisions. -Yeah, You know, it's the perennial problem. Garbage in, garbage out. That's a good one. Yep. If you can't trust the data, you can't trust your decisions. You can't do anything. You're going to end up in the swamp. I don't know what swamp it is, -but. -Shrek, it's a murky one. It's murky. And Shrek is there? Nope. -We're having fun. -We're cutting this part out.