Am I wrong or is it like that seems to be something that either is just here today, gone tomorrow? Or is it just like people just finally opening their eyes and realizing like, hey, we should have done this from the beginning?

I think market, like say with the lens of social media, we've started to realize that like the things that connect with audience has got nothing to do with what we actually sell and our story and our journey and people by people.

And I think now that AI has completely taken over our lives and I don't know anyone that doesn't really use AI in their business at all.

So now we're like, okay, well, how do we stand out? And that's through our storytelling.

And we've seen this through places like TikTok.

I mean, how many times do you stop on something because it's like a story or it's gossip? Even if it's good or bad gossip, it's still gossip, right? We like from, you know, centuries, we've connected with stories from our ancestors.

I mean, I'm from Australia.

call to action.