However, AI has a, a, a huge part in this cultural discussion, and, um, you talk about AI hype versus the true ROI, return on investment, and I think a lot of the AI hype, I would argue, is, is the unknown.

Yeah.

Well, uh, you know, th- I'll start by saying I started writing this book two years ago.

The world was a very, looked like a very different place two years ago [laughs] than it does now.

And th- these, this is, uh, o- one of the challenges to actually printing books these days, is at the pace at which the world moves.

Now, that said, the book is more philosophical than it is about the tech itself.

It's more about the way you think about deploying technology and, and the investments you make in technology, which is the reason it's called The Business of Sports Technology, not just technology.

You could be of any, in any business and read this book and, like, "Okay, I get it." Why sports specific as opposed to business in general?