 You know, that's a really good point. And it's uncharted territory. I think part of it will be what you're seeing on the screen. But a lot of the activity is going to be on social media and externally. So yes, what they're saying and doing is so critical. But how that is playing on Twitter and TikTok and Instagram and Facebook, that is a whole other ballgame there. And a lot of that fight is going to happen in that space.