 but maybe it's not their top two or three vetting criteria. Until you know how they're judging and vetting you, you haven't really done the homework you need to do in order to figure out how to meaningfully differentiate. Okay. Next topic. So we did content, brand, and oh, my favorite, social media marketing. Yes. So this was a good one to see. This is kind of waxed and waned as a priority. This meaning...