So one of the things that we are very vocal about and transparent about is the fact that what we did to build our startup was to embrace mimetics. And mimetics is this very interesting branch of we could call it communication theory or evolutionary theory, which talks about memes and I'm not talking here about funny cat photos, that you're circulating online or gifts. What I'm talking about is the principle of using ideas that can self replicate. So, in 1976, Richard Dawkins, the biologist, in his book, The Selfish Gene, talks about something called the Neo Darwinian synthesis. And, you know, this is a lot of big words to explain a concept as a single simple concept. And that is that the evolution doesn't happen on the level of a group, a species, a group, even individual units, but actually, it happens at the level of the gene, the gene wants to eat up all the resources around it, and use up as much as material space as it can. And then he pauses that there's something similar happening in the cultural sphere, or the idea space, or the consciousness space. And that is memes. Memes are basically ideas that can be copied. So a greeting a word, a way to, you know, tie your hair, or how you wear your scarf, or what color is in the season. All of these are memes. All of these are ideas that can be replicated. And the way that mimetics works is it looks at these ideas as wanting to eat up as much of mindspace of consciousness as possible. So genes propagate in physical reality, memes propagate in the consciousness of beings. And when we're able to create an idea that has mimetic fitness, we are able to make something viral. So we have thought thought a lot about how we can craft our own on on memes. And the reason why this is important. This, you know, on another deeper level, madalas is not an AR startup. Matterless is a cultural project. And it's a project which helps humans inhabit a consciousness that digital things are real, because they can accept that memes are real, and that their ideas are real. So we can become the authors of our ideas. And we can become something that we call internally, cultural transhumanists transhumanism, which is usually connected a lot to the community of biohackers, people who are trying out different nootropics, or even actually trying to augment their bodies with certain types of sensors, or chemicals, we're not doing that we're doing cultural, transhumanism, we're like, the reason why transhumanist wants to do this is because they want to break out of the limits of our current physical bodies and our current age and like, how well we can, in a way, fight disease or aging. Cultural, Transhumanism is a way for us to try to author our own culture, our ideas, we can influence on the ideas that we make. And if we embrace this idea that we can build the ideas our culture is based on, then we can actually start creating something that is infused with our values with our idea of what kind of culture we should live in. And, to me, that's very empowering. If we can build ideas, which are long lasting, and which are fit enough so they can propagate, if we can create if we can shoot out memes that are good. That value, the ability for us to teach other people how to teach that value, our curiosity that value, the fact that we can we can build technology in a way where we can preserve privacy, or we can bring back the sense of togetherness and associate these devices that we have with the sense of being more present. I think that's, that's, that's a phenomenal, that's a phenomenal thing to strive for. And the reason why we talk a lot about medics is because it's completely open source. Actually, anyone can do this. The reason why other startups can use the same principle is because it's a it's a transparent principle. So we don't actually hide the fact that we're trying to build memes that can go out there and replicate by themselves. And then people talk about them. In fact, you know, I could even say that this is an exercise in me trying to convince you to talk about our story to your friends, because you think what we do is cool. You know, so if we if if I have done my job correctly, I have tried to engineer behavior where you will feel gratified and awarded by talking about the story to other people. And this is something that we've been thinking about for a very, very long time. And actually, our CEO, Niels has been a behavioral engineer for more than 15 years and he's been working on this mimetic theory, as it is a type of building our organization around so that everything that we do is infused with our values, with our sense of curiosity, and with this incredibly important feat of teaching other peoples how to how to teach. So it is my heartfelt desire that some of the things that I talked about today will make people feel interested enough to go digging about what mimetics are, they try to use it by themselves. So, yeah, this is this is basically our marketing. This is how we create the marketing for metals. We talked a lot about how, you know, we're building pets and companions. Why is that? Well, it's because we realize that if you make a digital puppy, everyone's going to smile, when they see it, they're going to try to touch it with their hand. So there are some intuitive modes of behavior there, there's some emetic scaffolding, we could say, that people will immediately get when we create an AR experience in the right way. So we're always looking for ways to kind of build on top of the things that people already feel comfortable and know about. This is also one of the ways in which we can avoid this black mirror type of future. Because what we want to do is we want to build technology, which is cohesive to connectedness. And that's based on mimetics. And mimetics, are ideas that can go viral. So we're trying to build those ideas