 Nine years ago, I think the corporation stayed on a model wherein they can make debates not a place to educate, but a place to entertain. And I think that's why you're seeing the debates being handled that manner now. And when it comes to what Christina Tobin is doing with her organization, I almost have this image in my head of APAC having their consultants in a room and saying, you know, this is gaining traction. What do we do? Oh, I got an idea.