Yeah, this is, I think, a complicated topic, topic, when we talk about hearing loss, first of all, hearing loss is known to be an invisible disability, meaning that it is not something that can be easily seen. And often, the person who has a hearing loss needs to do a lot of self efficacy in order to have their needs actually met, even if they are wearing hearing aids, so it's invisible. And then secondly, there is not enough awareness out there yet about hearing health and hearing loss, even in a hospital setting, for example, there's not a lot of awareness about how to best communicate with someone who's deaf or hard of hearing. And I think, you know, we live in an ableist society, and this attaches certain stigmas to having a hearing loss. For example, research shows that those with hearing loss are likely to be unemployed, and I think this is something we're actively trying to change. But then there is an internal stigma that develops for the hard of hearing person, which I think really affects the uptake of using hearing devices and getting to know their hard of hearing community. Because, you know, if you have a hearing loss, you might think things to yourself, like, I don't want to wear hearing aids because I'm too young, and this is an older person's problem, or I don't want to be seen as unintelligent, for example. So there's a couple things at play there. It's a