What are you seeing there in terms of that long-term impact between earning and buying attention?

Yeah, it still shocks me, honestly, from time to time when I look at a client's marketing mix and I see how many dollars they're pumping into paid advertising, paid social, all of these things, because it literally is a switch of a button.

You switch it on and you switch it off.

And when you switch it off, it goes away and nobody sees that again.

I think there are some That in mind, I think there are some outstanding advertising campaigns that have stood the test of time and been very memorable.

But by and large, what everybody is doing in the paid space is not a substitute for earning credibility.

And I think for those who aren't in our world or our ecosystem, so to speak, it's easier for them to say, okay, well, I'm just going to throw money at this.

How much do you feel success comes down to those relationships versus having something that is actually just worth talking about generally? Do you think it's more on the relationship side or more on the story side? You're probably going to tell me we need both, but where are you leaning on that?