 And trying to figure out from that person's point of view what they value, what's important for them to understand, and how they're going to actually assess whether or not it's working or it's not working, I think is really a lot of the work that we really roll up our sleeves and do with our clients. It's really trying to help them to articulate, well, what is the value? How are you defining value? And with some of these new AI solutions in terms of