And Brian, I come to this from kind of different lenses too. But, you know, I spent 20 years in the trenches fundraising. So started out never intended to but started out kind of as that, you know, bright eyed, bushy tailed fundraiser back in 2000. And, you know, and I guess I, you know, throughout my career, you know, as I kind of moved up the ladder, it was always, you know, this idea of like, you know, what are we doing that's innovative, what are we doing that we can, we can generate more revenue. And it was always just about this idea of like how to build a better mousetrap and, and later on in my career, we realized it was getting harder and harder. Like there's just as I like, no matter what we were doing, and trying to hire our way out of these, the situation of the shrinking pool of donors. We didn't even know that at the time, like, we didn't really know that we were this, this kind of macro view is going on that less people were giving. And at a certain point, we kind of figured it out. And we're like, what's, what's going on here, and it was really around 2010, when the giving pledge was signed, that we had this hypothesis of like, you know, one of two things is going to happen. It's either going to inspire more generosity, like never before since well, since Rockefeller and Carnegie really, you know, we're, we're out there and Becky are a whole series on the history of philanthropy was awesome. To people need to listen to that if they want to when they want to hear about about that. But since that time, there hadn't been as much media attention around giving in. So all of a sudden, you know, the giving pledge against sign, there's a lot of excitement. But you know, at that point, I think in 2012, I did a study on the evolution of mega gifts. And it was this analysis of, you know, well, what what's actually going to happen? Is it going to inspire more philanthropy or it's going to fill essentially a leaky bucket and what we now commonly know as you know, the crowding out effect. And so, Brian and I met gosh, years ago I'm working on a fundraising project, pretty large scale fundraising project. And it was kind of love at first sight, you know, we started talking about, like, you guys like love at first sight, like, every time I come in New York or like, you know, let's get a drink. And then we would sit there for like hours and talk about, you know, what's going on in our industry? And why aren't people talking about these things? And so, I mean, jokingly, probably for a few years were like, Yeah, someone needs to write about this, like, what's going on, it's getting harder for nonprofits, or, you know, most people don't even you know, it wasn't in vogue at all to talk about this decrease in donors, up until recently. And so, I mean, even for a while, we tried to get other people to write the book, because I don't, I can't speak for Brian because we for him, so I never really viewed myself as a writer. I mean, it was sheer out of this, like, almost burden of like, someone needs to do this. And we tried to encourage other people to do it, and no one stepped up. So we kind of decided about a year and a half ago to jump in, and, you know, work work through things. And Brian can talk more about his experience, but we see things very differently. Brian has a extremely macro view of, of the world and, and the changing definition of philanthropy through and he works a lot of big corporations, and I'm more boots on the ground of the traditional nonprofit that, you know, I was in the seat for so long. And so that balance between like, you know, the struggle of the everyday nonprofit, but then also, you know, from a consumer side of like, how they're viewing philanthropy, so things are changing. And, and we think it all came together pretty well in the book.