oh, my gosh, Sierra Club, you were doing such an amazing job of just listening and listening well, and just from a PR standpoint, I would just think that their members are giving them a heads up about the issues that are important to their organization, you can get ahead of it so smart. Okay, the second case study is the 19th. And the 19th is an incredible news organization that's powered by women. And it's news that is for women, and it's about how to get involved in your community, how to take care of your health, it's how to pour into legislation, and moving the needle getting women in positions of government. And so I made a gift to them, I've really loved the way that they deliver their news. And they sent the most amazing tone setting, welcome email to me. And they were literally asking me to reply with feedback that was going to directly go to the editor, the email was from the editor of the night team. And she says to me, please reply to this email, it will go directly to me with answers to the following two questions. Number one, how did you hear about us? Number two, what are you most interested in reading from the 19th? So you know, me, of course, somebody asked for my opinion, of course, I'm gonna give it so I wrote her back, I put a lot of content in there. And I have to tell you, she wrote back home was very kind to me. And it's like someone at that level, who was an editor of a major digital news company would take the time to do that. That was just next level listening. And it really engaged me with that organization as well.