So when I get on the plane and sit down in the first class seat, when I do get that upgrade, it's like, "Here you go." Um, th-those kinds of things, like making you feel special, I think are what I sense is some of the direction that loyalty is heading, and that, that aligns really well with one of the other macro level trends we're seeing, particularly for the younger demographic, where it's all about experiences and that kind of in real life vibe, right? And so I'm curious, are each of you seeing that kind of macro level shift as well in your respective, you know, the programs that you're part of? Um, and is that correlated to any kind of demographic, you know, the Gen Z behavior or younger millennial or Gen Alpha?

I can touch on that first.

So, you know, coming into to Simon and seeing the popularity of shopping destinations among Gen Z is incredible.

I mean, uh, our, our business is, uh, you know, doing as, uh, you know, doing record levels of traffic.

Uh, we're seeing record levels of sales, and a lot of it is that Gen Z, who was, you know, sequestered during COVID and now wants in real life experiences, they wanna go to the mall, right? And, uh, they're coming in, in droves and, and their parents are coming with them and, you know, all generations are s- are, are coming back and want your in real life experiences.

And, you know, we're using Simon Plus as a, as a way to, uh, continue to attract them.

So to Bryan's point, like people want loyalty, and I would even add to that and say people want hospitality.

So, A, anything you wanna add on the economics, and B, how do you compare these kind of spheres of loyalty programs?