Absolutely. And it just comes back to even the analyst today probably don't look at the community data that we have and the impact that it has on the brand on their job and the fact that we'll be relying on, we have an opportunity with a community to collect a better quality of qualitative data, ask them for their opinion. And if you're connected with that community and the brand has a good relationship with that community that you'll get a better result of your data from the surveys that you do. So things like, you know, people look at, okay, what's the sales for the next quarter? What's, what's the, you know, the performance of this? What's the performance of that? Data can serve so many things in the sense that particularly from your community and this is not rocket science, it's all spoken about, but it can help your company or your brand to optimize your business. It can help identify the real trends that are out there, not that the community will give you all the pictures like they don't know what's going to happen on the geopolitical part of the world, but at least it's a very powerful channel of industry intelligence and trends. So I think there's a lot of things from the data point of view to dig deep into and to look at all the areas that the analysts and the data scientists and looking at artificial intelligence and machine learning. We've got to really define what is the purpose. Uh, and you've got a community that you can ask for, what is the purpose. So I think again, digging into the community data, which I'm still discovering what that is, is definitely something that needs to be looked at. And the winners of the future is, my guess, are probably going to be working with their communities in the right way.