So do you see any changes or any shifts in that happening in 2026?

Yeah, I think media has taken on a completely – well, not a completely different role.

I'll circle back to that.

So people are going to places like TikTok, places like Reddit, places where other voices will prove that a brand or a product or an offering is good and valuable.

And brands are – taking advantage of that.

They're getting into that conversation and they're buying media in those platforms so that they can be seen and they can be seen with kind of that third party validation from other real users, which is a sea change from how it used to be.

People are getting validation not only from the brand and their media anymore, but they're seeing that media in the places where real other people are talking about them.

Joking apart, this whole thing around authority and validation, third party validation, why do you think it's so important today and perhaps more important than it's ever been?