And I, I'm wondering, in your conversations with partners, clients- How is that coming up, if at all, in strategic conversations or conversations of how do we keep pace with how the customer is changing?

Yeah.

It's interesting you say that about the funnel collapse because I think a lot of brands used to think they just owned this funnel, and they could build these f- funnel analytics and these reaction moments where you'd have the sequence of events was like a customer engages with your brand, they sign up, maybe they interact with an ad, click on the ad, browse on your site, add something to cart, purchase, maybe come back and purchase again.

Like, it was a very clear funnel that they knew and understood.

But that ...

And it wasn't just gradually this has started to, like, disappear.

Like, almost overnight, as people have engaged more with social and engaged more with agentic commerce, you're actually seeing a moment where a customer might see a brand or see a product inside, like, the comments section of a TikTok, and then they'll go and engage with it and go buy it, and then be so excited about what they're about to do, make, like, another video about it.

Mm-hmm.