How do you, do you think you could look to develop that, uh, that focus and attention? Is there an opportunity there for, um, generating ancillary, uh, revenue and, and advertising? Is that something you've looked at around that, um-

Um, yeah, we're, we're already doing it.

So, you know, almost three years ago when we deployed our new software platform, we started doing targeting, um, promotion, um, and, um, offer campaigns to different customer groups based on information we know about every customer at every seat.

And we began rolling some of those elements out into the map as well.

So that, that includes advertising.

It's also promotions about United products and services, like our MileagePlus loyalty scheme or our, our co-brand partner, card partners.

Um, but we're...

So, um, do you, do you feel that tension, the stress and the tension of what, what might happen, that challenge coming along, or do you feel reassured that, you know, with the strategy United have got, you know where you're going?