 Well, so, yeah, I would say certainly you're right. And in the book, I talk about this, like one reason that these corporate-owned services beat out these kind of more open systems was the fact that people want simplicity. They want a great user. And I completely agree with that. And I think for any new service to compete, it has to match the kind of the usability and all of that. I would say like with TikTok, like remember TikTok is sort of a two, there's two parties, right? There's the consumer and then there's the creator. Right.