So how did you go from that kind of infrastructure background to then build your own kind of AI consultancy firm?

Yeah, gosh, I was a contracting mercenary to the FTSE 100 for a good few years before this happened, James.

And I did a lot of M&A migrations.

And anyone that's ever done any kind of data migration realizes that there's a lot of automation.

There's a yes, exactly.

A lot of automation and a lot of patterns, right? Yeah.

And you get quite good at building these patterns and these routines over time.

But if they tell the kid, look, I did this, I saved this much time, and I do this X times a day, X times a week, Then the ROI arrives itself.