So I feel like to answer this one. We do have to revisit the attention economy, which I know we talked about pretty in depth in the first podcast, and people can refer back to that one. But in brief, the way that we think about this, in our perspective on this is that today, we're recording this in 2023. This has been true for a while now, but it's becoming each year more and more true. We are living in this information era and this attention economy. So we all are so connected through our digital devices, we have this influx of digital information, probably too much these days, right, hitting us all the time. And so what that means is that information isn't the scarcity anymore, which it used to be. And now our attention, the ability to kind of capture people's attention to sustain it. And to actually drive action is a new economy. It's something that everyone is trying to build market share for. And so if you accept that, then what you really start to realize is that, if you're trying to educate, advocate, share information, drive action, ask people to do stuff for you marketing, then you really need to build out an entire digital infrastructure to support that. And when you build that digital infrastructure, which is your marketing hub, or your website, all of your digital channels that you distribute content through, you're building a big machine at the end of the day, and the fuel that drives that machine is your content, because without content, there's nothing to fuel the machine, there's no reason there's no message, you can't just keep saying, Hey, look at us, we're this organization, here's our mission, three times a week in your social channels, right? Everyone knows that intuitively. But I think when you start to think about it, and really realize that as a social impact organization, you need to become essentially a new media company in generating content, and a variety of formats of content, from articles, to podcasts, to video, to events, and live streaming. And you don't need to do all of that. But you need to do some of that. That's really, I think, where this idea of the attention economy really brings all that together. And this kind of content creation piece becomes more and more important.