I don't think it sounds as creative as it should. It's funny my thinking on this has changed as we've gotten more and more out of the radio business. We only own a New York FM and am now we've sold the rest of our properties. And as much as I love the business, I think it was a smart business decision. But I am a little bit involved in a consulting capacity in a few places. And I've grown to view things a lot differently in the last few years. In this regard, when PPM came along in 2008 or 2009 I think it was oh, away and then it had a false start. And then it came back. I don't remember now exactly what year. But it's been a good 15 years that PPM has been around and Ms. Like a lot of other companies went through a period of preaching to the air talent Shut up. Be brief, one thought per break. And we took some personality out of these radio stations. Because we saw when the jocks talked last time we placed stop sets in certain positions, we could sort of game the estimates. And in recent years, I've grown to believe that at least now that is the wrong approach. I really think what's left to radio is personality. You know, you can get a great record anyplace and you can get them in a lot of places without 1314 minutes of commercials every hour. And so that the notion of being successful as the station that plays most Drake records the most often is just not viable, I think what you've got to have is the station that has the most entertaining morning show, and night show and afternoon show that happens to play our Drake record in between some really good conversation and personality. That's where this thing has to go. If it's going to survive, in my opinion, I just don't think being a music delivery vehicle is a sustainable long term solution. And so in a few places where we're helping out some radio owners, we're increasingly telling them, Look, let's make big bets on personalities, you know, where's the next Baker Boys, where's the next big boy? Where's the next Woody, who's out there? Probably doing a podcast, who we can bring to radio, who is as a sparkling personality really has something to say. And once again, we'll teach him to say the call letters and we'll sell them not to use F bombs. But we need to get some people on the radio, the top 50 markets that do, frankly, what a lot of small market radio still does really well. And that's, you know, embrace their local community, support their advertisers, and show some personality. And I think if there is salvation, that's the salvation of the radio business. It's still a good business. But it's not the business he used to be. And anybody who doesn't acknowledge that it's just not looking at facts.