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I think it's on multiple segments. I think when you look at it, like, what's what's the benefit back to the organization? From from a customer standpoint, they find that the ease of doing business with us becomes a lot more simplistic for them. The effort they need to put in has been drastically reduced, and they're not stuck in the horrible IVR, pull the call in, get the support that they need and the time they need it, and get it done then. They don't have to call back twenty times to get it done. So what that does is reduces the, we'll call it, the rage from a customer standpoint, and it reduces their frustration with that. Perfect. That's the start of a beautiful call, by being able to, provide a rep with the application and the tools to do their job effectively and easily, and have an intuitive system that can present them information on the call that's going on, without them having to lift a finger. Which is one of the advancements within the Talkdesk and the AI applications of today. That's like a game changer. Like, already, it can listen into the call, it tells you what the person sounds like, they're calling about this.. There's an article that would help, like, making their lives just as easy, it reduces the frustration and anxiety on the agent side of it, then you have the second part of a beautiful call. So what does that mean? That means an easier relationship, a quicker call that's being done, and every issue resolved then. And if not, the tools and capabilities to do it. From an organizational standpoint, that means, reduced handle times. That means more efficient more of an efficient operations being run. It's improved employee satisfaction. It's players' word-of-mouth spreading because the net promoter score would be going up. Because then they're more willing to promote the product. So you just everything starts to really go in a positive direction. And you can move into that that, like, if I asked you if you thought of the best company to ever call or talk to or work with, you'd come up with one right away. Right on the top of your mind. We wanna be that that same thing. And when we get to be that, then I think we're in a really good place. And that's a hard place to be. Like, you would think Costco. Perfect. Policy piece of cake. They got everything I want, and I call it Costco surprise because every time I go there, I walk over with a prize in my shopping cart. It's like the best experience ever. And I never had a problem. Same thing with like a Lululemon or a Walt Disney world. It's always like, this is the best experience that I just have and people just try their best to be them. Well, let's just... I always, let's spend less time trying to be someone else and let's just try to be ourselves. And how do we be that? And let people eventually say, God, I wish I was like that company. I wish I could be. That's what we love to be.