That's a great question. Well, actually, let me talk about the second business that I started, which I think also had a very interesting narrative arc. So this was in the mid to late 90s. Web 1.0 was in full swing, suddenly had this thing called the internet. We had a dial up connections and the Internet was coming into our world in a profound way. And I was looking at this and thinking, wow, I can see how we're accessing information. Question, but a lot of information isn't especially useful. And how could I augment the experience this passive experience of calling a webpage and seeing some content, but then finding information that somehow makes that experience richer, deeper, broader, perhaps. And I built with a buddy of mine who was a great engineer, client side piece of software, that when you call a webpage on a server, we pulled the web page at the same time, analyzed it, and then pushed a piece of information through a little, a little window that sat on your desktop that was somehow relevant to what you were looking at. So it was it was kind of the first forays into contextual marketing, I hadn't seen anything like it. We thought about delivering that in the form of a sticky note on a web page, we ended up putting it in a client side application that sat on the side of your desktop that pulled information from trusted sources, so new sources, travel sites, ecommerce sites, and so on, that somehow provided context. And then Google came along. And Google actually, we believed infringed 14 of the patents that we held in that business at the time, I remember writing a letter to Google's counsel saying, you know, you're infringing these patterns, listing them out. And we got a terse reply back saying I don't mean service. And this was when I learned another, I think, important lesson. First of all, I had no intention of taking Google on, they were already massive at this point. And we had a client side piece of software, and they were doing this in the browser, right, we couldn't compete. But what we had developed Was this some great algorithms that was able to understand the context of something you were viewing, and push real time information that augmented it. And this was at a time when the online betting industry was starting to become incredibly mainstream, particularly in Europe, much less than in the States. And it was still a long way behind over here. But in the UK, in Europe, in Asia, betting companies were realizing that people weren't going into high street bookies anymore sports betting shops, they were doing it online. And then we had companies like bid 365, which were doing peer to peer betting, taking the bookies out of the game altogether. You know, I'm offering odds on this event that's happening right now. I'm offering odds on this guy scoring the next goal in this game, anybody want to take take my odds. And this was disrupting the betting industry in a very profound way. And the bedding industry was growing at that time, on a model of very aggressive marketing. So they were advertising on TV, they're advertising on radio, they were advertising heavily online. But their adverts were very generic, you know, come to this company, we'll give you 10 pounds for your when you open an account to put on bets. We said what if you could actually target your advertising in a contextually more relevant way, but in a more timely way, too. So we bought a whole load of other site advertising on use sites and information sites and somebody might go to their site and look at their favorite soccer team Manchester United, right. And we would run a banner ad that would say, bid one pound on David Beckham scoring the first goal on in Saturday's game, win 20 pounds. And we started running these adverts with betting partners. And the click throughs. were astonishing. absolutely astonishing. And the click through astonishing but more importantly, the click to acquisition was hitting unprecedented levels. So what the betting industry was saying was, wow, two things are happening here. One is I'm able to offer real time information in my advertising. And I'm making contextually relevant, and it's driving traffic. And then what the betting industry said to us was, hey, look, that context stuff is kind of cool, right? But actually, what's much more interesting, is being able to deliver real time information in recite adverts. And so we built an advertising platform, a system that we're able to deploy to our customers, our customers being bookmakers, who through a dashboard would be able to say, hey, there's game going on here. I cannot push an advert that's going to drive betting for an outcome that's going to happen within the next 30 minutes. And context. They didn't give a hoot about they didn't care. They didn't care about the context. They cared about pushing live content through their recite ads. And we cleaned up it So this company that started as, hey, wouldn't it be cool to have a nice cute client side piece of software that just displays little bits of content that relates to what you're looking at morphed into an advertising management system that allows our users to deploy real time messaging in their advertising. And we sold that company in 2004.