 It became like let's broadcast ourselves, so communication one to many people instead of one to one or one to a few that you know. And that shift made us think like, oh, I need to be seen. I need to manage my image. And both for adults and for kids. And when the kid got the smartphone in their hand, the mom and dad, we got the smartphone in our hand too. And we have to realize that, wait, this isn't just like a blank slate anymore.