And that is where the artistry is.

Yeah.

100%.

100%.

It's, the storytelling is where...

So there's, you know, people buy for two reasons, logic, they're, you're connecting with them on a logic level, and, and a heart level.

If you don't have story, you don't have the heart that, that creates the empathy that connects with them.

But where is the future marketing going, and where do you think it should go? Are they the same thing?