Can you expand on this? You know, what, what is, what does this mean exactly? What is this lack of alignment, and why is it so pervasive across brands, retailers, and agencies?

Yeah.

It's, it's interesting because, you know, I'm, I'm about eight years into this and watching the commerce side of retail media explode based on digital websites, off-site, all those kind of things.

Um, there was always this known factor that that business will grow to a l- a place that is, you know, a certain level of achievement- When the shopper volume and the revenue of the retailer is still in the store, right? That's always kind of been the path that's been followed.

Um, but when you look back, the scorecards that plan investments, execute investments, um, show the results and the KPIs of investments have remained mostly independent, right? Merchant, merchandising, RMN, MMM.

Um, and that just was never addressed.

It was always just digital side will continue to grow and at some point in the future we'll address in-store.

Mm-hmm.

In terms of the, the, theThe pace of development of these, of these data centers, do you anticipate this moderating or slowing down at some point, or is this there's so much demand and so much need for this, this, this is going to continue for some time?

There are a lot of things we haven't even gotten to training yet now that we have some of these new AI technologies.

So I do think we'll be training and investigating new areas in these big data centers for a while.

At some point, I think that will taper off, uh, in terms of once we've got most of the trained sort of models that we need for the different types of our economic sectors.

Uh, but there's, you know, a lot of these sectors we haven't even gotten to yet.

Um, and again, the, the data centers won't grow faster than we can actually produce the chips.

Uh, so there's a whole, you know, national and a global competition to try and build chips.

Do you anticipate Indiana being mentioned as a, as a major player in this space?