look, I think little bit of context is needed. Let's set the context. And also to consider this as a kind of work in progress of, of ideas and thoughts that we've been talking about for the for a long time here. And, you know, kind of there's a lot of there's a lot of commentary on a lot of things, you know, that are actually quite nuanced and complicated. And I want this to be something that's starting conversation. And the, the wider context, if you like, is, it's good to consider the wider context of the culture of design. So when we work, when we work with businesses here, Business of Architecture, will often start with what we call the four cancers of an architecture business. Number one is the culture of design, which is this paradigm, this coat this culture, if you like, that has been, in many cases, on unintentionally created as a result of our long gestation period, as architects, then we've got other things like overwhelm stress burnout, we see that happening, the bottleneck, people working crazy, long hours, exhausted teams, low salaries, etc. All of that contributes to overwhelm stress and burnout, then we've got lack of money, lack of profit, lack of resource, lack of time. And then the other, the final ailment of an architecture business is the wrong team, the wrong people. Okay, so the culture design sits in these four, this kind of for illnesses of an architecture business. And often what we're doing in the smart practice is creating pillars, which actually are the antidotes to some of these things. And we found it very useful to start to describe the cult of design. So that we can become aware of it. Alright, so that's one of the that's one of the intentions of this conversation. So in there, there's, you know, there's, there's quite a lot of quite a lot of things, I think one thing that I would also add to this court of design is that I'm not against architectural education by any means, and think it's incredibly powerful, rewarding, and a fantastic education. And they're just a fantastic set of tools and skills that you that you get learned. And I've been very privileged to be able to go through that experience myself. But I would say that we're starting to see architectural ways of thinking and skill sets being better rewarded in disciplines and professions outside of architecture. So people with architecture degrees, or architectural training, kind of changing or getting off the career path. And working at other sorts of design companies working in user experience, working in film. And this is this university is very, it can be a very exciting and intoxicating idea. And depending on what industry you move into, those skills can be much better renumerated. And then in architecture, as an industry itself, the training that you get, you don't need it. It's not used. Largely, yeah, it's largely not used. And then we also had the other problem of the architects, people going into the architecture industry, don't have the skills that are needed to be an architect. They don't have the construction knowledge than had the practical knowledge. They don't understand how buildings are actually put together, they've got no idea about how the world of finance works and operates, and how that's gauging things. There's no idea about the client, none of this, none of this real life stuff. And it's often the universities are like, well, you know, you'll learn that at when you're working. Okay, that's not the place here. But it's, it's a bit backwards because, well hold on a minute, why the hell would you not consider Money and Finance in architecture school? Because you're safe? You keep talking about it being a safe environment, to test all these wonderful design ideas, or why not test out financial ones and business ideas in the safety of like, you know, no one's putting any money down. Except for the money they're paying for the course. So it's very interesting when I speak to people like Geronimo at the in Madrid, at the at the MBA of masters of architecture, and you know, that they're, they're getting their students to really consider using the safety of university to to consider different business models and ways that architecture practices can make money and starting to look and explore at very deep level, the commercial side of running a business, I think that's massively important. Because what ends up happening when we go through our education, negating business, then we've inadvertently created this cult of design, where design is everything. And people make these crazy, crazy sacrifices for it. And it doesn't actually further great design, it becomes a bit of a handbrake to it.