fun then, is it?

No, it is part of the reason we all have our job, isn't it? To do these things.

Yeah, I mean, site traffic is phenomenally important and getting people to your own properties wherever you can so you can control the narrative and what you want to say to somebody is the ideal for sure.

LLMs, as we know, have come in and kicked that a little bit to the curb over the last year and a bit.

I mean, I think it was Gartner was saying 5% of all searches are now through LLMs.

I suspect that's a lot more for B2B and we're definitely seeing that disruption with traffic.

Sometimes 60% down for some clients that perhaps a little bit more generalized, 30% down for those that are a bit more specific.

So where do you see the teams get this right? And where do you see teams kind of default to maybe the old playbook? Even if old is new, how do you update that?