They want one app and they want to be able to access everything there in the folders and, you know, have an AI tool that then delivers it to whoever needs it as fast as humanly possible or as fast as technically possible now.

Yeah, and I think from my side, Michael, to answer your question in terms of, I guess, what does good look like? Obviously, I would say, I'm not saying it because Melissa's here and we're talking to her.

I would say the way that the team utilizes the platform would be best in class.

I think for me, more than anything, I think it's organizations understanding the why.

From a strategic point of view is why do you have this system and this infrastructure in place? Because it's not just about, okay, I'm going to bring in this solution and just get the content from A to B.

I think it's really important to be able to understand why we're doing that.

And I think obviously Melissa touched on a lot of those points in terms of driving efficiencies, reducing, even reducing human costs, right? In terms of the lesser resources that you need, but also if I'm utilizing technology to improve efficiency.

How has that experience at a big tech platform informed your view of sports content today and how to navigate that social place and social platforms