What lessons about customer behavior? Could I ask you about that a minute ago? What aspects of customer behavior stay true no matter what industry you're in?

Yeah, I mean, I think there are a few things.

The first one is that people don't buy products.

They buy what is essentially a better version of themselves or what they aspire to become or what they want to feel.

So at BritBox, for example, people were buying into the cultural connection and the escapism.

For The Economist, they're buying into the global perspective and the intellectual confidence that it brings.

That is true regardless of what brand or industry you're in, that people buy some version of themselves that they're trying to either consciously or subconsciously pursue.

I think it's core to your core to the people you want to be core to.