So, you know, let's just start with the newsletter, right? Like, why this newsletter? Why AI Without the Hype? What were you seeing, you know, kind of specific in this space that led you to say, you know what, I need to draft and send out a newsletter about this topic?

Yeah, it really started with the fact that For the last couple of years since ChatGPT came out, I've been using it extensively and continue to.

It's actually grown more and more and almost crazy now.

But what I kept seeing is you can't go through Instagram without getting 10 different ads for this app, this AI thing, this AI thing, this AI thing.

And now just the proliferation of it is only going up.

or whatever profile or platform you're on, you're going to see all these different things.

And I tried them.

Yeah, I'm just curious, like, you know, if the conversations that you've been having, you know, with the business owners and leaders that you've been working with are, you know, kind of fall into that same line, how you're able to keep them thinking about those root cause, you know, levers, back to your point.