But now we're seeing this resurgence of life and vibrancy of the Boston startup community, which is incredible that you're giving these spotlights to all these companies as well.

Yeah.

And I would say a lot of the... genius of mgmt really comes down to like learned experience like you you know you leverage your prior experience and your learnings to inform the next thing and sometimes that is to your benefit and so one of those things that i think is super important is i worked in the ad tech world so the business did really well but at its peak today it probably is like one percent of global budgets maybe smaller you know we were competing as google and facebook and some really big companies yeah And I think I learned through, and the App Store, which is like the most competitive marketplace on planet Earth in many ways.

And I think what I learned is like competition, you know, the old Peter Thiel thing, like, is like not great.

Like, it's really hard to compete in the deepest, most competitive, darkest oceans.

Survival.

And so when I thought about MGMT, I thought, I really want to be able to compete in a way that's hard to compete with, which is hyperlocal, right? Because it was sort of not cool to do hyperlocal.

I'm going to hire others who maybe are, and they're going to be my reporters on the street, right? Why? Was that a thought? Why did you force yourself to get good at this?