Oh, my goodness, this was such a huge hurdle for us because back when we started really the only tool out there was Charitable, or Podsites, which you know, arguably both for very clunky at the time and probably still continue to be. Charitable's campaign attribution data was pretty limited and because Charitable wasn't a hosting provider, I think the accuracy of the data was also a little bit questionable. We could see, we know we utilized tracking links to see where our listeners were coming in from. But the data was pretty limited in terms of what we could see. I think the challenge is when you're working with clients like PWC, Microsoft, Expedia, you can't get away with just simply giving them number of downloads and listeners and calling it a day, that doesn't justify the creation of new production budgets. So we knew that we had to provide much more detailed like Google Analytics level data. And so that's why we built Cohost. It was really just internally for us to address our pain points so that we could show you things like age, gender, household income, occupation of your listeners, social media, habits, hobbies, lifestyles, what companies are listening to your podcast, and most importantly, where are the drop offs happening in terms of average consumption rate? And are your listeners loyal and engaged? Are they listening all the way through to the end of your season? Are they dropping off earlier? And where are they coming from? Which marketing channels are working, which marketing channels aren't working? This is the kind of data that we needed to take our shows to the next level. So we built our own hosting platform, really, it was just for us and for our clients. And then about a couple of years after building it, or I think it was about exactly 12 months after our competitors on the production side started reaching out to us. And we have a really great relationship with all of our competitive production agencies and they said, hey, we heard you have this product that can measure XYZ, any chance we could get on it and we thought why not? Better to collaborate with your competitors and do competitive gaps together and, and work together. And that's one thing I love about this industry. We're all super collaborative and it's healthy competition. We support each other we send business each each other's way and, and so now they're on our product and our customer and agencies are a prime bread and butter. Anyone who works with branded branded shows.