In the long time preference yes. I really dream of the period where creators produce enough value in their content they can sustain themselves. Although I don't know that I believe that the idea that content itself is sustaining, I believe it still should have a business component to it, but free markets should prove me right or wrong. I think in the short term, if we stick on the path were on, ad monetization is nearly impossible on the platforms themselves, so it's a good thing long term, loss aversion in the short term for on-boarding. In many ways ads become a plague imo. Ads are necessary, and I do think people want to be advertised too, but it goes too far every time. OTA, cable, streaming platforms, etc. Anyway I'm excited for that future and hope we as builders can stay focused on that because the legacy systems don't want that.