Joanna O'connell

Yeah.

In building upon that, and Krishma and I spend a lot of time talking about this, and what she's referencing is Omnicom's Joanna O'Connell.

I was talking about some study that they've done where it's two out of three people who they're polling have negative associations with advertising.

So one stake in the ground that we're putting is I think advertising is going to be much more of an integrated experience than like a break from what you actually want to do.