Mm-hmm

... or not individual people.

And so for those, we don't know how that's gonna come to fruition, but we feel there's gonna be a lot of opportunity and a lot of honestly money spent in influencing those algorithms to influence the consumer.

And I think, again, we're just starting off on this.

We're-- This, we're in the infancy, and so I assume that the, the, the, the foray into how humans interact with the agentic world and agents in their daily lives that start to learn about their behaviors and kind of who they are as an, as an individual consumer or a group of consumers, we need to still influence that.

And in order to do that, we need to find ways in which the, the agentic systems can work on our behalf as a tool within the agentic, you know, environments where our consumers are kind of relying on for feedback, for recommendations.

And that's where I feel like the really the new horizon's gonna be.

Mm-hmm.