So could you tell us a little bit about, uh, the Abni, which is spelt A-B-N-I, just for people when they're look- looking it up, if they're just listening to us.

Uh, yes, [laughs] it is.

Um, so the ba- the basic premise is that as creatives and marketers, we are all outrageously busy.

We're expected to produce more, and more, and more content all the time.

Um, the, the demand, everything has become content.

You know, I see kind of pitch decks and stuff going through marketing departments because they have to look right.

Um, it's just, it's, it's madness.

A lotta people now sorta say, "Well, yeah, but what about the sustainability issue? What about the energy impact? What about the water impact of doing this AI stuff that we weren't doing before?" How do you a- acknowledge that, or what were some of the points that you see about that sustainability issue?