It seems like there is this growing field of people that are doing this type of work, digital ethnography, and trying to understand how young people or any cultures currently behave, this growth of cultural, uh, analysis and cultural intelligence.

I work in advertising, and I feel within marketing and advertising, you always try to categorize, and you always try to find a specific persona.

There's still this tendency really to look at it from a slightly, quote-unquote, old school type of way, and from a more superficial perspective.

I'm not sure if you're familiar with the cultural iceberg model, which is basically from the '70s, a person named Edward T.

Hall created it.

He said there's so much more to culture than what you see on the surface, right? It's like, so, so surface culture is all of these easily seen aspects of culture like language, folklore, fine arts, literature, and all of these things.

But that's really just what you see about a culture or of a culture on the surface.

So it's all verified in the research, right?