Do you think you think it's the messaging that broad kind of like 55 plus label that that makes it harder for people to see this as a reality for them?

I think there is so much opportunity to figure that exact thing out.

And so start with understanding that most people aren't moving into a place you're going to build.

But saying I want to age in place, we have to ask what place? Because really, that's two sides of the same coin, because likely that's somebody saying, I don't want to be in setting A, B, or C that I saw my loved one in.

That's not for me.

But to say I want to age in place, we need to understand more about what people mean by that, what they expect out of that experience.

And are we building that thing? And if that thing is right here in my own home, then that's a completely different conversation.

Has that changed? Is there something that you think senior living teams underestimate about sending emails at scale today versus in the past?