So I'd love for you to expand a little bit more on how how you view the role of the website in FranDev in this changing environment?

I think it has, that website has to be your, it's almost like your introductory guide to your team.

I think to Doug's point, what we're trying to get people through to is a connection to a human being.

If your website is already answering the top 10 questions that people have about your franchise brand, about location or product, cost or potential return, then we need to take it a step further more into the mid funnel, which is, do I need certification of some sort? What does training look like? And what, was there a specific retail location site that I'm looking for? Do I need a certain number of people within a three, five mile ring? All of those more deep questions that, that AI might not be correct with.

I mean, that's the other thing is that sometimes they're not correct.

So it's important that the franchise website provide that.

But also, I think video content is something that sometimes gets left out of this conversation.

Patrick, what are your thoughts around that disruption?