is not a strategy that we would recommend, and I guess the other thing that we've started to point towards here is that the strategies for differentiation are they like marketing and positioning is deep. Like, it's really deep. It's a magnificent kind of art of communication, and it's fascinating. And, you know, certainly when we get into things like behavioral economics and behavioral psychology and the sort of novelty and the, you know, marketing is one of the best funded psychological experiments of the last 100 years, and people know what works, and companies invest huge amounts into marketing, it is the engine of of capitalism. And you know, the sales is, is part and parcel of that. And and I really, really want everyone listening to these podcasts to really start to fall in love and pursue marketing and sales with some seriousness, because we have to. It's not even a nice thing to have, like it's an essential component of running, running a firm and running a business. And if all we've got is the kind of pricing strategy, then it's a painful, painful existence, and the architectural, the architectural industry is a mature industry by all. It's not an emerging it's not an emerging industry, perhaps like it was even 100 years ago, certainly in terms of its commercial, you know, as a commercial entity, where I think we were talking about a podcast a few weeks back where we were saying, you know, perhaps in the 60s, you know, it was, it was a lot easier just to win work and put a little placard outside and say, architect for hire come and get your buildings done. And it would just bring in all sorts of of wonderful clients. For you now, that is not the case, and there are more and more architects being put out onto the market. There are more and more younger firms that are emerging. Firms can do more with less. So more people are kind of pursuing architecture as a kind of lifestyle vocation. In some cases, you know, the solopreneur, you can have a few clients, you can do a lot more with technology, etc. So the industry is not going anywhere. It's just getting more and more mature. So this art, which is well documented and there's a lot of resources of marketing, is more than just a pretty wrapper on your services to make you stand out. It's way more than that. That's how that's the kind of default that I want us to be of, to be cautious of, is that we approach marketing as being like, I'm just going to put this pretty wrapper on my services, or I'm going to give it a clever name, and the people will come. Or you hire an SEO expert, and he gets you to the top of Google, or or, or whatever it is, and, and what we end up seeing when people embark in marketing is that they can often, you know, they can often work with a digital marketing company or something like this, and it can be A very expensive tragedy that then puts people off working with marketers ever again, so they end up spending money on something that they didn't really understand what it was, and they'd been led down a particular rabbit hole, and then you're spending two, three grand a month on this digital marketer, and there's no results, no results, no results. And then you give up, and then you're like, now it doesn't work. Now we're worse, because now we believe it, the marketing doesn't work. And it's all, it's all just some sort of pseudo scientific nonsense, or, you know, I, or we just kind of get recommitted to, I shouldn't have to market. I'm an architect for, god damn it. Work should just be coming to us. So the first of all, just the deep level my my kind of heartfelt plead with the architecture industry is to, is to open our hearts up to the mastery and interest of marketing, because it's such a big, deep, deep topic that's very psychological, and our mastery at it and finding our own voice in it is absolutely essential just to the survival of our of our businesses.