From just just about anywhere you look. So many companies still deal with data lakes. They also deal with things. I mean, Adobe Analytics, any any kinds of data. So think about how you manage data standards. So you have to start from somewhere. So you have to manage all of these different things. If you're not managing data standards or documentation or anything else, you're not going to be able to manage your omnichannel data any other way. So if you're not keeping things clean from the beginning, then you're not going to be able to manage your business in any other way. So, I mean, it's just the word Geico. I mean, garbage in, garbage out. How in the world are you going to be able to understand what's going on? So. I'll leave you with that.