And that, if you like, that strand of our DNA continues very much into the world of offer and order.

And I love how both, you know, like Jonathan and you, Ian, you said like DNA, no? Because I think now when you look at kind of the marketing message, and maybe myself coming more from that angle, it seems like now everyone is open.

And I remember when a couple of, I think it was like last year, we were working with our CMO in terms of like what really differentiates Athelia, no? And as I said, we read or we see many providers say like open and interpretable.

But then for us, we brought the open by nature because of what you were saying, Ian, and then you, Jonathan.

It's like, because it's part of our DNA.

At the end of the day, you brought up feral eggs.

This was done with the whole concept of changing the industry, of giving the airlines freedom, giving the airlines control, giving the airlines the opportunity to do the strategy they wanted to bring to life.

But what's stopping it happening today? What are the barriers to achieving interoperability and modularity in your commercial stack?