How does that reconcile with you? I

think that is such a critical... an inflection point for us as marketers, especially in this time of AI.

We said, yes, that's a whole separate session and episode if we wanted to focus on that.

But I think the value of marketing remains.

I think it's very critical to... every organization in the sense that it remains the voice of the customer.

So I think when we think of the overconsumption and, you know, I guess AI, and I want to touch on that topic because we're talking about, you know, responsible, sustainable growth.

I think the biggest concern for me when I think of or if I think of organizations, is that they still underestimate marketing by viewing it primarily, I guess, as the communication function.

Can I just push back on, while we have our legal requirement for public companies to maximize for shareholder returns within a quarterly structure, Is that what needs to change fundamentally for us to get the magic wand outcome that you've just described?