And so theoretically you could do anything services based, but how do you decide how broad your aperture of the business should be?

I've always had a lot of success in my career, and it's not a sexy term, but being the plumbing in the industry and the plumbing in the business.

From a blueprint, we said from day one, when we launched Salt, it was called Salt Experiential Commerce for a reason.

How do you take data and different pieces of media and experiential and bring them together.

The traditional challenge with experiential has been its reach.

The great thing about how the world has evolved is first back in whenever it was, 2002, 2003, the advent of social media really helped our industry.

And then you know, over the last five to seven years, the ease of making content, the growth of creator and influencer.

Jeff, do you care about all things agentic?