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Can I just add to that? Because it was interesting.

A few years ago, I had a long conversation with the British Retail Consortium.

They represent all the retailers.

And they were explaining to me the difference between, shall we say, Phil, people of our age group and Generation Z and everybody else coming through.

And interestingly, retail is very, very good at adapting.

And they found that retail sales were were being influenced by what a company stood for.

So if we have like, for example, AI answering questions to the guests, or if we have AI, like having remote meetings and having, for example, persons that are managing reservations in the instance, it doesn't really give the same result with the people that actually have met and know the product they are talking about.