And then even before we pivot into what's happening now with AI and other changes.

Yeah, yeah.

So I mean, just touching briefly on video, the bandwidth, the streaming capability, absolutely.

So it was still problematic around 2014.

You get huge buffering issues.

We were having to figure out, you know, how do we deliver this in a way that's a reasonable user experience? You don't get that complete buffering.

I think we've live streamed the Melbourne Cup for the first time, I guess it was about 2016.

Is that model durable, do you think in a in a sort of meaningful way in the future?