So how do you define it? What does immersive mean?

Yeah, I mean, it absolutely is a sales word.

I think the people, when they say immersive these days, they're definitely thinking of projection systems and things like TeamLab or things like... reactive and interactive pieces where you kind of have your projection, content, audio systems all kind of working together.

But I think it definitely has a deeper meaning.

And Holovisia, we are absolutely right at the center of the buzzword immersive.

But I mean, to answer this question as a fan, I think more, and as a guest and someone who loves visiting these worlds before I answer it as a... as somebody who works for Holovis is, I think it's a combination of two things to get real immersion.

I think that it is, first of all, when all five senses are met.

What are some of the nuances and maybe some of the challenges of partnering with such large organizations?