And let me jump in there with a quick story. I was Ryan this, this is certainly a tangent, but I was, look, let's face it, we got lots of time here, so we have plenty of time for tangents. Go on tangents all day go. Let's have a tangent episode. This is the tangent episode I was talking with the. Instruction manager, who was working with a lot of very high end projects. He was working on these multi family high end projects in Los Angeles that there's not a lot of but he was working with one that was done by a rather prominent architecture practice, and there had been a mistake or an oversight in terms of this, this tower, this residential tower had these balconies extending out from a lot of the rooms. And the design intent for the architects was to have a recessed light in the balcony above you, so that you have this nice look. Not only does it light at the building, but also it's, it's the nice indiscreet light, and it's kind of happening, you know, down below, like you, you go out on your Balcon and you have some nice overhead light. Architects designed it well, right? So somehow it got lost in translation, and as they're going through the Value Engineering, they discovered that for whatever reason, these recessed lights were going to be very expensive, quote unquote expensive, right now, as an architect, I don't know exactly why they were so abnormally expensive. Obviously, a recessed is going to be more expensive than a service mounted fixture. It can get into fireproofing issues. Sometimes, if you're trying to depending on where the fire membrane is that separates the floors, that could be an issue if you're trying to put a recessed light up there. So I didn't have enough information to know why this was the case. But this, this construction manager, for him, it was all about the architects just doing things the expensive way. He was, like, these architects, they just always, if there's an expensive way to do it, they're thinking about how to do it that way. And he was like, he was like, we could save so much money. Why didn't they just put some surface, like, like, sort of surface mounted fixtures on the other side of these balconies? And, I mean, in my head, I'm thinking, Oh, that, who knows where that would go, right? So a couple things came up out of that conversation. Number one is there, there's a perception that architects not only make things look pretty, but they make things expensive, right? This is a, this is a perception like, oh damn, the architects are gonna make this more expensive. And then there's also the, there's also maybe an underestimation or an under, under appreciation, I guess, might be the right word for the little, small details that architects do put into projects that almost go unnoticed, but that as taken as a whole, makes it a beautiful project that really is flow seamlessly and has good appeal to it and everything. And that would be an example like these recessed mount lights, like for the average lay person or a construction manager or someone walking by them, I think, oh, what's the big difference between having a surf mounted fixture or a recessed fixture. But as architects, we know that oftentimes it's those things that make a massive difference, and then we get understandably annoyed when now we're trying to argue with the contract and explain why, saving all this money now we're now we're faced with the kind you can tell the owner why, you know why we should stick with the original fixtures, even though it's going to cost $500,000 more, whatever the cost is to do it the way we originally designed it. And now the owners are looking at the architects saying, Damn, why do they? You know, these architects are just expensive, so there's a gap. And how does this relate to differentiation? Well, when you have more differentiation in your practice, when you have a solid, more solid standing in terms of being differentiated and being picked for a particular reason, these conversations are going to flow more smoothly. You're going to have more authority. You're going to have more gravitas.