I need people to play for weeks before they spend. Free to play everybody, all the risk is on me. I make a game. I spend a year building it. I've got all the developers. And I give it away for free at the end. And, and nobody's going to pay on the first day. It's this kind of idea that free to play is tricking people. There's no tricking going on. I mean, people, the average spender plays for two weeks. Most console games I don't even play for two hours and I paid for 60 bucks up front. So, you can really see the shift that's happening. The power's actually going to the consumer. It's being taken away from this idea of, "Oh, look at this big story and great graphics. Give us money up front and you'll, you'll love playing it. We promise." And then you return it. It's a used game, right? And the free to play is like, "Please, please, I beg you, play my game. Try it." And then they play it for two weeks and then they finally spend money. So, it's a, it's a, e- -- that kind of game is actually really bad at getting someone to play for two weeks. It's awful at it. It there's not enough content. There's five, six eight hours of content. You burn through that in a weekend and you're done. There's no reason to keep playing. So, uh, the, the, the core issue moving forward is, is going to be, do players like playing your game over long periods of time? And with my, our systems, that happens automatically. That's w-, how they're played. You play them over a long period of time. It's designed to be played over long period of time. It's designed to be about the relationships, uh, uh, between you and the other people inside the game. If you think about it, content does not scale over time. It's terrible at scaling over time. So, you have to keep making new episodes of game [unintelligible] all the time or else people forget about it, right? But your email never gets boring. It's just amazing. Your Twitter I can look at it every day, every single day. It's not making me, it's not making me a story. It doesn't need to come with better graphics every year. It doesn't need that at all. It doesn't need s-, uh, you know, a, a shaders or anything to be interesting. It's just 140 characters of text. So, video games have a lot to learn from that. As video game developers have a lot to learn because their, their, their whole paid premium model is over. It's done. And now they have to worry about games that people play over a long period of time. And the kinds of games they make don't work. So, they have to, they have to figure out what does work. And if you look at technology, that scales over time. It's always social.