Now let's talk video. Video and audio as a tool for mobile. And here's the thing. It also works beautifully for social media and web too. You kill three birds with one stone. Do you know why TV does so well and films do so well It's a really easy answer. We humans react best to seeing pictures of other humans talking back to us and playing all these stories and whatnot. Yet you'll find that most of the web is text. Yet when I have a four minute video, it does better or when I have a slide show that has an audio track to it, they do so much better than all my other content. Because we need that. This is a flat screen. We need to liven it up somehow. This is a small screen. It's not easy to read lengthy text. But if I create a lengthy article and then I create a three minute video or a set of three minute videos about it, then I'm now just repurposed and I have something to use. I have differentiated from all my competitors and I use a fancy QR code to link to these. Oh my god, we're innovating at the speed of Okay.