people don't want to necessarily identify as lonely even if they know they are. So it's like, you know, come over here. We're all lonely, probably is a a tough marketing message. And so someone made a point of that, some of these things are often masquerading as something else, but they're solving that need. So I think, you know, an example might be, like, run clubs are basically dating. You know, they're they're sort of masquerading dating, but as a run club. And and I think there's gonna be lots of different examples around that, whether it's dating or loneliness or mental health, whatever, you know, solving some of these problems