In fact, would you say like if you were if I like asked you what's the biggest difference between building a music career versus say like 10 or 20 years ago to now, would you say it's that equation that like is the like just the whole artists can't get revenue from their music in the same way that they used to? Would that be the biggest thing? Yeah.

I think it's one of the key issues.

I still think, I've always felt this, I think live is still viable.

I mean, it's the way that musicians generally have made the most of money.

You think of Taylor Swift, where did she make her billion dollars in the last few years? It's touring, right? And merch.

And merch, which is part of that.

So I sort of equate the merch as part of your...

No, it wouldn't even be able to come up with it because there's like nothing to draw from really, right? Like it has to have an example of it in the first place.