And so it becomes is it a question of scale or a question of, uh, you know, where, is it about reach? Is it about, uh, the kind of engagement you have? I think-

Depends what the problem is.

Yeah, I agree.

Like, you're always trying to reach as many people as you can, right? And I think that's where the tent poles come in.

So though that's where you want the kind of bare, but not bare bones, but that's where you want the core kind of emotional story to be put across in that kind of brand creative platform.

But then you can kind of, you know, delve into, you know, different partnerships and sponsorships that you work on can basically translate the story in a different way to a different audience, and then that's where creators come in as well.

And I, a thing that we always talked about as well Is, um, how there are some messages that can be and should be told by you.

So it's content.