[laughs]

Um, but so we started asking that because the thought there was that if we ask Americans broadly that question, um, they will tell us...

The answers will be where they're most aspirational, most op- um, optimistic, and that way brands can connect with them in those moments instead of interrupting them.

Um, but we also knew that just eight years ago, as you know better than I, um, asking open-ended questions was really scary in the data world 'cause there was not much to be done to parse that data.

Um, so we started asking that free time or extra money question across a handful of different metrics.

One was 180 genres, so things you can listen to, play, watch, uh, read, attend.

Um, 180 of those.

I'd love to get your take on that.