So talk us through that kind of

history.

Yeah, so I'd always meant to play golf, but just never had the time because I was doing other sports.

And my dad was at me for, yeah, in a kind of gentle way.

He was like, oh, you need to play golf, you need to play golf.

And I kind of didn't have time because of work and, you know, other sports.

And then kind of stopped playing rugby there.

Classic man.

Hey, Rob.

What?

So it's a tricky one.

I would say, though, that although, yes, absolutely way more competitive isn't that, there seems a lower barrier to entry for brands to have good quality creative.

What I would say, though, is there seems to have been kind of a, there's a lot of sameness.

So although there's lots of competition, there seems to have been like a flattening effect.

I think that's driven by AI.

And so what I think is really important is going back to what you said, Dan, that distinctiveness piece.

If you want to stand out in this super competitive market, it's really easy to get your message out.

And I've got all of their channels and platforms working seamlessly together.