But Chris, you can talk a lot about, I know, how do you define a lead?

I mean, I think the definition of a lead from Yale perspective, you kind of hit on the other question that you guys had, which is, do I know if they're good or not? I think it's pretty interesting.

And, you know, that's sort of at the core of what Hatch is.

We're an AI lead management platform really to help home service businesses convert these things into appointments that then turn into revenue.

And so the contractors that I see that take an approach almost like your ad agency, which is like, I'm going to track this thing from the source.

Did they even reply to me? If they did reply to me, did they book an appointment? If they booked the appointment, did they end up becoming a closed deal? And how much does the deal work? And I've got to map that whole thing out.

And if I can do that, I can start to say, well, Yelp works for me or doesn't.

the end.

For Hatch.

I mean, that's a, that's a good question.

I, I'll take it from the Hatch side, Jed.

Is that cool? And then you can probably fill in, you know, Yelp's perspective.

Um, so you know, for Hatch, you know, we've been around for, gosh, almost 10 years.

Six of that we were a software company, and then the last three years we really doubled down on AI as we saw the need in the industry.

Um, you know, we were growing like a weed since AI came out because it makes so much sense that you could get AI to do some of these tasks for you, right?

Mm-hmm.