Yes. Kind of two different branches to it, the first of all talked about is more of the community side of it. So the individuals in the way that we interact and engage and support people that want to make a difference. So, essentially, for purpose, we have a social impact newsfeed. And what we do is we have our community members, different people that are in the world that are making a difference, they don't have an appropriate place to talk about it or share about it. And therefore, it's just not Top of Mind as much as it should be. And people aren't influenced by it. But there is that need to connect with others who kind of share the same values. And as I'll kind of get into in a little bit, there are certain stigmas and associations related to people identifying with social impact being public about what they're sharing, etc. So what we did is we created this platform where people can tell us what they did that's making a difference. And again, big or small, regardless of your means. So we celebrate someone who donates $5, the same as someone who donated $500,000, because it's about your intentions to give. But on this platform, we basically have this database of impact, we call them impactions, impactful actions. So we have this database of impactions, that we then basically provide a home for so anyone who's looking to make a difference, they can come into our platform, they can search by keyword, and they can connect with someone or be inspired by an idea of a real thing that someone else did in the world, to actually go and create that impact for themselves. So that's kind of the first side of it is it's a social impact platform, specifically highlighting people that are doing socially impactful things big and small. Now that like next step of that is kind of the social commentary aspect of it. And again, tapping on kind of that, the recognition of materialism, and kind of the incidence of that in society. So we go one step further, when someone reports to us the different things that they're doing that make a difference. We then create high quality social media assets, about their impact on their behalf posted on our social media, and we tag them in it. And if you're familiar with kind of Instagram as a user interface, if you tag someone, it goes to their message, you know, their messages, there's a DM and then at the touch of a button, they can repost it to their own channels. So what we're doing is we are providing this vessel for people to talk about the things that they're doing that are making a difference in the world. But no longer they raising their hand saying, hey, look what I did. They're saying, hey, for purpose featured me about this thing that I did, you want to check it out. And that indirect angle to sharing about your philanthropy makes people way more comfortable doing it. Therefore, providing more exposure to the big and small things people are doing, which otherwise doesn't have a voice on social media, because it's just not something people are comfortably sharing about. And in doing that, we're normalizing the conversation around what it means to be a philanthropist so that people recognize, oh, I don't need a million dollars to make a difference, I can take out my neighbor's trash, right. And it, it sets that new expectation through exposure and awareness. So we are the conduit to that exposure. And we call it social impact social amplification. So we amplify other people's social impact on social media. But that's kind of the core mechanism as it relates to kind of within the community. And then we have interesting ways that we use that same kind of mechanism of indirect sharing, to support nonprofits and conscious brands as well, because it actually can be a really effective marketing tool also. So that's, that's more of kind of like the business development side. And you know, we can go down that route. That's where my brain always goes, in terms of how can this tool be used to the fullest capabilities that it has to offer? And But yeah, I mean, that's kind of fundamentally what the platform does is, is it allows people to talk about the things that they're doing that are making a difference in a comfortable way where they have a home. And then they can connect with other people that are doing the same be inspired by other people that are doing the same, and just start building kind of community and identity around that.