codify.

Yeah.

Let's outline it a bit.

Their mission is to tell the stories behind a major business and analyze their playbooks.

And the flagship service is a semi-monthly in-depth analysis of a company's business.

Ben and David present the narrative.

They make observations.

What I'd like to ask you is, as you think about acquired, do you think of it more as like a lifestyle business or a media company or a platform from which other things can grow? And why does that matter as they think about whether or not to scale?