What are you seeing that makes this feel like a different stage?

It's a combination of things.

Look, we started in 2017.

We were very early with that vision.

It took a long time to build the technology.

I think from our vantage point, and we operate in Europe, in North America, in Asia, the conversation is shifting from what is it and why do I need this? So basically from our side, a lot of work was around evangelizing the approach, the methodology, the why you need this to most companies today understand that they need this approach and now they're looking for a platform, they're looking for a partner.

So the shift really is from our vantage point, from eventualization to proposing a solution that companies will be able to deploy fast, reliable, in a fast manner, reliable manner, and so on and so forth.

And are the implications for the operating models or the business models, do they need to change? And do the existing structures stand in the way sometimes?

But what does that look like on a day to day basis?

Yeah, I'll get to that point in a second.

Just to Yusuf's last comment, I was quite pleased to see a couple of weeks ago, the Hershey company, a Chateau manufacturer, in their...

Analysts Day, financial analysts have on their presentation a slide that talked about how decision intelligence was going to save the company $50 million and reduce inventory level by $100 million within the next couple of years.

So the impact of what we're talking about is very real.

Now, Ian, back to your question about I think somehow beyond the question you're asking me, how does it work, right? I think that's maybe what I can describe.

So if you want to digitize a decision, so think about a decision is what an operator does in your business every day.

that area?