 proposition, right, for a long time. It was, you know, kids shows were effectively toy commercials. You talk about the 50s, 60s, 70s. I mean, actually, basically, children's television has almost always been a toy commercial. But, you know, even people people writing for the shows, even for, let's say, like G.I. Joe, Mickey Mouse Club, right, all these things that were ads for brands. It was still about. Pleasing the audience, right, it was still fundamentally the first goal was to entertain the audience.