there was um, a good talk yesterday, and it was 500 games are released every single day on IOS. That's just an insane number of games. And I'm sure a good number of those are - are good games and they're enjoyable experiences. Um, but you really need to have a plan of-of how you're going to stand out. Um, and that probably means you know, where's you - your game going to - to place in terms of you know, is it going to stand out because of its visual style? Is it going to stand out because it has a really unique game play twist? Um, what is going to make it really stand out and have people talking about it? Um, and then knowing that early, early on, so it can't just be I'm just going to make a fun game and it'll be really enjoyable. But it's knowing what aspect of that is going to make it really, really differentiate itself from those other 499 games that are coming out on the same day um, so that you can start building a marketing plan around it, and start getting people excited and start showing it at shows, and start kind of building an audience around it. Um, you have to start that almost at - at day one, of really figuring out what that's going to be.