And I was curious, can you please hit the scene for someone that's been maybe heads down in their business or their program? What's actually been changing lately in affiliate marketing because of the LLMs and what hasn't changed at all?

So what hasn't changed is affiliate marketing is a bottom of funnel conversion tactic.

That hasn't changed.

And I'm going to sort of like dispute your disruption word at the beginning because I think it's just another layer of change.

The way that I like to contextualize what we're experiencing at the moment in digital acquisition is that I have had the fortunate position of starting before Facebook existed.

So I've been actually doing digital acquisition sort of since about 2002.

Fantastic.

Do you see it that way or no?