So a brand in a performance marketing form.

Yeah, yeah.

I guess I'll give a case study of our client, BOM.

Okay.

BOM, and you may not know BOM, but I'd usually tell dudes like you, you may have seen it on your credit card statements, but BOM is a female clothing line here in Utah.

They've done extremely well, and Weapon was their agency for, I mean, gosh, going on like 10, 12 years.

And BOM... you know, originally they had an identity crisis, I would say.

And I think AI... iteratively can help us get there it can push us there it can tell us where we're in an echo chamber it can it can challenge us or or it can it can try to or we can try to make it do all of that for us and that's where it's no longer original correct correct i would agree um so what's one thing that you're seeing that nobody else is seeing right now and that you want everybody else to see?