I think now we talk about data data centric city to businesses. It simply comes down to survival. Thrive. If you're not a data centric business, you're never going to thrive in environments that are much more competitive. I completely agree, and I think again, looking it from the point of acquisition business. It's really interesting because you can look at a business that has a low retention rate, but essentially amazing product. Okay, why is that is that I get an operational issue that we've talked about? Is that a problem that we believe that we can solve? And does that mean we can purchase this business that has amazing potential? Ah, lower multiple and we can increase our our I Or do you want to look at businesses that have a high retention rate on? Just look to optimize those in a slightly different sense. Because, you know, if you have a lot of attention business, a Z analogy goes, you can have a leaky bucket becomes a lot more difficult to keep putting water in that it's just pouring out of the bottom where we have that sound business model already. You could just look at growing on that top of the sales funnel through advertising. So again, that's not something you look at on a case by case basis. But you're absolutely right that customer data is so, so important on on arms. And now that data is becoming easy to find and easy to manipulate as well.
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