Indeed, you mentioned avoidance right there and I know I absolutely this is happening in fin surf, just in terms of a changing culture, you know, call centers, just as an example, like, you know, financial services organizations, they used to try to put as much distance, you know, between themselves in the customer as possible. That was sort of the philosophy going into call centers for a very long time. You know, any customer complaint is a bad thing, you know, kind of a bit of a Don't Ask, Don't Tell policy, but only if we have to now we absolutely see that attitude is changing, we're seeing huge opportunities in the call center space, especially where we can have technology come in and make it more efficient. Do you think that avoidance of data is is of a similar mentality, and in terms of, you know, down the road, maybe 1015 years, financial services, organizations won't be able to afford to avoid data in the same way that maybe this is kind of a last stage right