I don't start with a story, we don't start with the story, we start by thinking, what um, you know, what are we trying to accomplish here. What feeling do we want the player to have. What experience, kind of experience do we want them to have. What are the emotions we're trying to get out of the player. And, um, we kind of start there. And other things sort of fill in around that. I mean in Bioshock 1, um, we didn't have the idea of the underwater utopia until probably 2 or 3 years of working on the game. You know, we, we played with all these other ideas first, And the sort of art deco objectivist thing didn't come about until very late. And, um, that's okay, because we knew the kind of experience you want to have, and that, that society, and that, and that, the world we created was just a, the expression of the, that, that reflected the experiments we were trying to have. And that's what it's about. You always have to be thinking about what is the experience a user is going to have with this. Um, and that's, I think one of the things that, um, people, when they start out, always assume that their ideas are going to be very easy to get across to people. And they underestimate how difficult it is to express even the simplest of ideas. And they tend to get overly ambitious about what they can do. And we do it all the time on our project.