I mean, stands to reason.

Um, but no, I, I think that we're seeing a lot of movement of, of brands thinking that they should engage with Substack in one way or another, and I think that a lot of these agencies are hearing from their clients.

You know, there, there's just a lot of interest in Substack, and I think there is, um, the understanding of what the what is is a, a little murky sometimes.

Um, uh, with American Eagle, their agency of shadow, they're amazing to work with, and it was very clear that the entire team a- as well as their agency understood the Substack ecosystem.

But they also were approaching it very much as a, this is a platform that we should experiment with versus a...

I don't...

A lot of times when a brand is launching on a new platform, you really have to have the, like, six month to [laughs] year-long, like, investment, or you can think of it as an exper- experiment.

You do talk about Gap a lot.

Mm-hmm.

And so their screen time has always been so...

You know, they're sort of, like, babysat.

So will they think that being able to be unplugged equals luxury? Uh, not at first, I don't think.

But for Gen Z and also Millennials, the 2026 ins and outs TikToks that I watched, being offline was a huge in, brain rot, a huge out.

All of these words around, like, being super online and, you know, knowing these sort of, like, week-to-week, day-to-day trends isn't cool anymore.

It's much better, a- according to the ins and outs, to be unplugged, to read books, to limit your screen time in the morning.

Mm-hmm.

Oh, God.

Oh, man.

But in terms of optimism, I mean, I only speak for my own experience and for those, you know, some of my friends.

But I moved here.

I graduated from the University of Missouri studying journalism.

I moved here with a media job at a startup at this point.

I was I think my salary was like twenty seven thousand dollars.

With like bacon jam.