I was pleased to be asked to participate in this today by Tessa. Thank you, Tessa. There's an important shift taking place. And I think over the last 20 years, technology has, you know, eroded the foundation of privacy and as a result, broken consumer and user trust. But there's, there's good news here, there's a lot I feel like we can do about it. I know we're going to get into that today. So that's exciting for me. So in short, we've learned a lot of lessons from the past that we can take with us. And of course, we've derived a lot of advances in technology that will we'll be talking about later in this conversation. So there's a real opportunity here. I think, especially with the journalism industry, you're particularly poised to lead this charge. Trust is the foundation of journalism. So Tessa, I'll just leave it there.