So I'm curious, what did you see in this, and, and what did you take away from this article?

Well, I, I love what you said about consistency there too, because I think when we're talking, when we see, uh, what, what so often gets the headlines, that's why I think this article is so great, is i- it's, it's the, it's the big, colossal, I can't believe they did that.

And even when it comes to customer experience as well.

I'm, uh, watching, uh, the final season of The Bear right now, and every now-

Mm-hmm.

And with more screens, more information coming at us all the time, we are overwhelmed, and that's why I think in addition to the science, it also makes me think, I, I think it's Siegel and Gale that has their Simplicity Index, and frequently talks about the value of brands that can simplify things for customers.