So I think that's a perfect segue to you, Will.

Yeah, I mean, to me, the freshness, the people coming in, the nuance.

If I ask a question and I say, hey, what's the hottest thing now? Or what's the best treatment today? Little word choices require a fresher answer.

I could be a smaller brand, but because somebody put now or today, I show up higher even over a bigger brand because my content is fresher.

And to the LLM, it looks like, wow, this brand's got something going on.

So you could be a smaller property and co-op that search.

So the freshness and the always-on reputation management plus the event and make it an experience, but make it an experience that has ripples.

How is that playing a role?