I mean, do you think that there's too much emphasis on what individuals can do in the media I feel like there's actually a lot of emphasis on what governments and companies are doing and relatively little emphasis on individual action, because this kind of is kind of seen as this like, because though, there was pushback against big oil using the carbon footprint and the idea of individual responsibility to deflect from their own pollution. It's like the media swung the other way. It's like we're not we're only going to focus on taking down companies and governments Right. And, and actually, that's why we we kind of saw this gap and and decided that we wanted to know shift or emphasize more, a little bit more on individual action and what people can do, I suppose, especially because the Bloomberg audience is more affluent live in major cities, you know, have more access to resources that that where they can make individual choices or influence these in these, these systems. So I I actually don't really agree that there is like this surplus of service journalism out there and a lack of, you know, corporate accountability but at the same time, I think how you strike that balance is exactly what you said. It's, it's not writing stories that are like, check out this one cool trick, you know, to whatever. Make make this cool recycling trick or something and and check out this cool new company, but it's about writing actual service journalism, like you want to buy an Eevee here are the tax credits available to you. If you live in the US, like, you want to install homes, or you want you want to switch to a heat pump, right? Like here's how you go about doing it in the UK. You know, I think like that kind of service journalism is actually helpful to people rather than the kind of stuff where I think often in in climate journalism, you'll get a press release that that tries to sell a solution or a story by pointing out something that would potentially be headline grabbing, like, you know, like, Oh, here's how you can make chairs out of cow poop or something. I mean, that's not real but something like that, you know, when when you like, Oh, that's a headline that people would click on because it's funny, and it has, you know, interesting words in it. But, but that's not the kind of solutions journalism that is really going to help anybody, right. Yeah, that's just elevating a startup that has managed to find some kind of quirky angle to sell itself. But actual service journalism would help people decarbonize their lives like people who actually want to make greener choices by laying out in simple terms, what they can do and the steps that they can take to do that. So we do a lot of stories about like if you want to buy an SUV or if you want to install a heat pump, or if you want to get solar panels in your on your roof, like how do you go about doing it and making it specific to the places that people live? And where a lot of our audience are. I think that's one way you strike the balance. And the other way to strike the balance is, you know, just because we read a story, like a review of a Tesla car that would interest people who are interested in buying a Tesla doesn't mean that we also don't do a story, looking at Tesla's emissions and looking at the process of them building their cars and how common sense if that is.