first?

Yeah, yeah.

Look, we know, and you said it, John, everybody's using, certainly in business and in marketing, everybody's using some form of LLM to get to a certain point.

And it is an extraordinary tool.

It's an extraordinary accelerant.

But acceleration, I think, without direction, it just gets you to the wrong place faster.

And I think the importance of kind of human input, which is fundamental, really what Marco is based on, is still absolutely essential.

Peter?

[laughs]

Or many years that I've forgotten.

Uh, a long time in the ad- ad business and- and media business, Darren, yeah.

Um, so agencies, primarily advertising agencies, then into media agencies, then into radio with Today FM.

Uh, worked across the broader kind of Communicare group.

Uh, back agency side, uh, CEO of MediaCom.

And then, uh, wanted to do something before I finally grew up and, uh, partnered with Úna Herlihy to form The Indie List, and that happened during COVID, and that was really an eye-opener, to be honest, from my point of view because it was the first time I actually ran a business that I owned or part-owned with Úna, and it was a magnificent experience, so the four and a half years that we worked together on- on The Indie List because it started as a pro bono exercise during COVID and developed then into a fully-fledged business.

And if we talk about implementation, then let's say if, if there's an SME listening or fro- from the point of view, an SME, how does it work in practical terms from the point at which they contact you through to what, what happens, what it's delivering, and how that might compare to what they've been doing perhaps sporadically to date and what the benefits of it are? So just the, like, how your system works in terms of from the, from the SME's point of view.