And it's not as clean as some executives or business owners would like to see.

No, it's not.

And I think as the marketing industry in general, we really want it to be easy.

And so we report on what's easy instead of reporting back on what really matters, because what matters is hard data to get to.

What's easy is here's the last clicks.

Here's how many clicks we got this month.

We spent this much money.

What have you seen as the rise of that's happened? I feel like there's been certainly a fan out of the different platforms and the things that people use, but beyond that and like, like pressure testing, the data telling you, like, How is that impacted and how does that kind of make you respond or act differently in what you're doing or does it?

Mm-hmm.

And that Innovation Council was working with the startups of the time.

Google was a startup.

Facebook was a startup.

YouTube was a startup.

Um, MySpace was there.

Yahoo was there.

I can keep thinking about that, so.

Mm-hmm.

So if, for example, you had some, and I'm just going to pick on a big purchase just because.

All right.

So say you're in home services or say you have a problem with your HVAC.

It's 90 degrees outside.

You walk in your house.

It's 80 degrees.

But I'm like, well, then what does trust look like in the data layer? Like if I had to point to a metric and say trust is up, like what does that look like?