 So there are so many elements there to getting it right, and we are just trying to chip away at those big block services to get that right. I'd like to combine my next two questions if I could because I think you alluded to some of the drivers, internal and otherwise, that have shaped and informed the way you're approaching this. But, you know, with that as a backdrop, I'm wondering, Jay, and you may have touched on this a little bit, but what are some of the core challenges –