So two things was I don't think that nonprofits are doing such a bad job here. I think trust is just down across the board in our society. And I mean, I remember as a kid, we would watch CBS Evening News and Walter Cronkite would sign off every night and say, and that's the way it is this date, you know, and, and everybody's like, well, if Walter Cronkite says, that's the way it is, that's, I guess, the way it is. And I feel like we're so far from those days where single person can speak for the entirety of the community, right, where we bifurcate our opinions on just about everything today. But I do think that, you know, we've spent a lot of time obsessing about facts in our society. And that the reality is, is that they probably never mattered as much as we thought they did. The difference was that we all used to work from maybe a shared set of facts, like I said, like those Walter Cronkite, or, you know, the major newspaper in your town. And today, you know, we're we're bombarded with lots of opinions that pick up little pieces of facts that that support their opinions, like to say facts are really important to people until they don't support what they believe in which case they just leave them out. Yep. And, and I always like to say like in the history of the world, I don't know that anybody has ever cried over an infographic that they didn't create themselves, right. We get obsessed about it The statistics of our value, but really the r value is is an emotional experience. So when I, you know, I think you said it well, John is like, you know, in this world where people are fact checking, or they're or they're going to their group to see, you know, if they believe that this claim or what this organization does, is it really good that in some ways, it's the it's the, it's the sign of change in how our media works. I think we all think of social media as a strategy, as opposed to making our own media more social, the real strategy, right, we need more of the voices in our community, that can explain our value, because it's always going to be more believable than us trying to explain it from some position of authority. And, you know, if that's an essence, what I think is changing for everybody in the media industry, everybody who's delivering somebody's words, that's we're going to be delivering the community's words, and giving them some weight, along with the organizational value of the brand, that can still speak with authority, but it backs authority up with the people in the community that are most effective.