Why can't I just use one of those softwares? Or how does Fly Medical differ from the rest of those platforms?

I think in lieu of nothing, you could use it.

I mean, it's a decent tool for that kind of research.

But what we're trying to do is kind of go a few layers on top of that, which is...

Building on your data, so your existing customer data, your existing doctor data, your treatment plans, what compliance says you can say, what your commercial team wants you to say.

So there's that part of it.

that's just the raw material right that's what's out there the other is to start to build essentially profiles of each doctor so think of it like we have this concept in ai called a digital twin and a digital twin is like this you're getting to a point where you could refine that profile a little bit more a little bit more through awareness of maybe what conferences they've attended maybe what papers they've written maybe in their location, in their geosphere, that they are a particular kind of doctor who could do a particular set of things.

You guys ready? You can hear it.

Is it the same between streaming and legacy cable networks? Is it sort of all the same at this point when it comes to sports licensing?

Well, I think it still depends on market, on what markets you're actually in.

And so in a lot of markets like the U.S. at this point, the streamers have a, you know, you just spoke about scale, a lot of scale.

And I think that historically people have said, oh, you got to be on a broadcast network, otherwise you're not going to have the reach.

I don't think that's true anymore.

And I think the deal that we did with Apple basically has shown that that is, you know, for us, Apple has we've seen no real drop off in terms of viewership.

And in fact, engagement overall is higher than it was before.

How do you understand the inflation in ticket prices, whether it's World Cup and what's going on there, or whether it's basketball at Madison Square Garden, and understand what's the right pricing? How do you do that strategy?