Can you maybe speak to that transition? And was there a moment in time that made you kind of jump towards that transition? Or is it more cumulative?

So I started Markertree almost two years ago.

Let's just say two years, rounded up.

And, you know, at that time, it felt like I was making a sharp right turn.

Even compared to some of my earlier career aspirations, I It felt like an about face, like, you know, um, I never desired to own my own company.

I never, you know, always, uh, I just wanted to work.

I wanted to climb my way to the top of the ad business and, um, you know, work for a big, well-respected agency, um, you know, and, uh, but time has a way of flattening things out.

So do you have any guidance there as to where they can do additional research?