And part of moving this dial for caregivers is recognizing the difference.

Oh, yeah, 100%.

And I would even add to that, because I've been in all of these caregiving situations.

Like when I had a child, think about my life experience of work and social.

Everybody's like, oh, let me see pictures of your daughter.

You know, like, oh, so cool.

Oh, let's like, let's hear updates.

What was it that you saw as a businessman in social media that you could accomplish with social media? And how has it evolved with, as I mentioned, that extraordinary growth?