trends? What's kind of the new marketing trend that you see having the biggest impact on banks this year?

Sure.

Yeah, well, maybe I should start out by saying we use a term around here called shiny object syndrome, which is a thing.

And we don't want to have shiny object syndrome.

So I think before I talk about trends that are new or that are exciting or interesting, I always want to caveat it by saying there's always something new that you could find.

There's always a new trend.

There's always a new fad.

And you mentioned your three Ms, and maybe you want to repeat those and elaborate on that a bit.