And I think that is just something that we, well, I personally just find really worrying, especially when we're automating more and more of what we do.

Should we have a look at something else as well? I know another that we sourced or that we found is, was the science of beauty sleep.

So this is about, does your sleep really affect how you look? We've all heard of the concept of beauty sleep, but I bet you've never thought about how it's actually a real thing.

So talking about if humans can detect sleep deprivation, others, that you can affect how attractive you are.

So it's actually about a study that showed, got people to be evaluated on attractiveness, depending on looking at the amount of sleep that they had.

So really pointing out, if you haven't had enough sleep, you're not going to be as attractive.

You're ugly.

The question, Leanne, just as we're waiting, this synthetic audience, do you build a demographic profile and then look at the types of responses that you would get from a similar demographic in real life to build an attitudinal kind of structure that then is generative? What we do is

So that is, that's the core audience that we do want to reach.

Yeah.

Okay.

So think about those young, your young drivers, young audience.

What we're doing is making that group of people be always on, that you can ask them any question at any time, 24 seven.

And the way that we do it is we take your data.

So I think a lot of brands, and I'm sure Pete, you've done this with when you're at Boots and places like that.

Yeah.

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To me, the authenticity point is really about emotional truth or emotional honesty.

So even if you take the liquid death example, let's take their Depend diapers campaign, which I'm sure everybody has seen.

And the idea behind that was, oh, you're in the mosh pit.

The last thing you want to do is have to take time out and go to use the toilet.

So, okay, in some ways, it's a very ridiculous scenario that you would wear, depend, you'd be kind of like wearing diapers or incontinence pads or whatever it is.

But actually, who can't relate to the fact that I don't want to interrupt a moment when I'm having fun to go to the toilet.

So can you tell me a bit about that and what you've seen from the tracksuit data?