But the thing is that it requires companies to do something that's not necessarily super natural for them to do. So basically give up control over something that's super valuable. Right? Imagine Facebook just relinquishing control over the data they have and all the good that will come from it. And that's really what I'm talking about with the integrations that we spent so much time and energy building these things that will make these CMS and e-commerce platforms go together. So would we we turn around and let it go, release it into the world? I think it's the way to go because this problem is too big for any one company to solve. It needs to be a collaboration and Thomas showed us a slide with 9,932 logos on it, which was, basically all the software tools that are available. I don't believe that any one company can create something that will enable these things to talk to each other. But say we glom some of these tools together, say all the e-commerce platforms sort of ally themselves and create the standards needed to talk to one of those things. All the CMS agree on how we do it. We have bits and bobs late already in the form of GraphQL, which is the way to talk to content data, but we lack it for a whole host of other things, and I'm hoping we can remedy that. But it's a mission that will take 10-12 years to accomplish. It's a large thing.