And it's, it's this trying to get to a larger audience, trying to get outside of the, of the kind of focus on gamers as just one group of people. And, you know, that group of people, that hardcore gamer that is kind of saying yea or nay to a, to a validity of a, of an approach can really, can really hurt a game coming from the core space chances of success. If you're trying to do something that's new and someone brands it as, "Oh, it's just an interactive movie." Right? It stops it in its tracks. Um, so, you're kind of locked into that group financially, but there's this wider group in the world that we should be able to entertain. And when I think about the ability to create characters that people value because they were developed a relationship with them, and what they means for storytelling, and how you can tie, tie that into a TV show or passive entertainment, and how much bigger the entertainment experience could get of the "Soprano's," or "The Walking Dead" even, um, that seems like stories universal. And people could get into that. Everybody could get into that. So, when I think about the audience I'm thinking about, um, how do you reach out and grab new people, but meet the standards of kind of the people that are going to control your destiny, which is this hardcore audience? Uh, and it's a tough balance. Um, if you go wholesale into, you know, you go wholesale into casual w-, women's -- if you're going after women, then it's what? It's Farmville and it's very casual games and it's social gaming and it's very quick and it's 99 cents and it's, and it's all of this. Or you've got the extreme Modern Warfare. Um, the gaps in between the middle are really hard to explore based on the kind of the economics of it. So, in building Telltale as a company that thought about episodic gaming as a digital business model, it's all kind of part of a plan to reach the new audiences with a type of content that's more compelling, um, than just something that they kind of click through or don't have any kind of emotional connection to, but are just kind of feeding an urge or, or getting an adrenaline rush or, or whatever else.