Mm.

But the fact that food is a way to communicate our cultural backgrounds, communicate our life experiences.

You, you try a preparation in another country, in another culture, and then you decide you wanna have a dinner party where you share that really unique, let's say, Tuscan preparation of this beef.

Uh, it's ...

That's cultural and social and interpersonal glue.

But the only way you can do that where it's not contrived and it's not just marketing or advertising is to operate from a position of understanding.

We're applying eli's ability to predict and understand exactly what people need and what they don't need from us, uh, not only to drive the branding and marketing experience, but I think the happiest conversation I had with Steve as we were getting this train on the tracks is when he called me one day and he said, "I'm so excited about what eli can do for this business.

Mm-hmm.

So where do I get that information? So my question to you is, how does an uncertainty of where to find information coupled with that distrust that we were talking about in social media damage the relationship between the pharmaceutical companies and the patients that they're trying to serve?

Look, the health care industry has had a trust gap to close with most individuals.

in the u.s for for years now right it's been growing distrust in the institutions now suddenly you know there's distrust in certain areas of science i think no matter how you felt about the covid pandemic and the way it was treated you probably came out of that three-year period with a different point of view on how much you should trust any healthcare information that's put out there in social media.

Certainly, you don't take anything at face value.

The decision to pull out of Twitter, well, that's happening in a lot of places because Twitter has gone both more partisan than it has been in the past, but also... has backed off of a lot of fact-checking.

And Meta's recent announcement that they are going to adopt Twitter's methods when it comes to fact-checking, I think will call into question similarly the validity of that platform.

You know, Blue Sky just doesn't have the adoption rate.

Absolutely.