I definitely feel that way. So I would say the thing I noticed, the myth I want to bust for people is, I don't know if this is a myth that people consciously think about, but this concept that this idea that you can focus on just, you know, one type of media and just really go all in on that, and if you do it really, really well, then maybe. You don't really need to worry about the other ones so much. And I don't know if people consciously think this, but you can see it play out in the way nonprofits set up their media mix and where they allocate disproportionately and where where they don't. And I think that that, to me, is maybe a result of fear, you know, maybe it's a result of, well, this is what I have control over. Or, you know, this comes from this budget. So whatever reason it's happening, though it's to the detriment of the whole thing, because we're trying to use things that were designed to do certain to have certain impacts, and we're trying to use them to do something else, and then it's not working, and we're not exactly sure why. And I think that the fact that a lot of times we even we think that this is possible to do, like, if I just really build up my socials, you know, and my web content and my website, then, you know, my own channels, I'll have, I'll have the success that I want. Right, years ago, it was like the myth of an ad campaign, how, how doing a big campaign for a nonprofit was going to make their year and then, and then it wouldn't, and people would be disappointed, and then they were like, you know, well, it was the campaign, and it was the message, but it wasn't it was that, it was that that's just one media type, right? So just kind of like breaking it down, very simple, because you told me to do that, Becky in the prep, it's like, you know, think of like, paid, owned, earned, right? So you're owned is your website, your social, in your channels, you got full control. That's where you go, very deep, and you can present the message however you need to present it, and give people all the information that you think that they need to have with the flow. But the problem is, if all you're doing is over investing there, you know, audiences are not getting that communication with you unless they're already in communication with you, so you're not really reaching new people too much and growing, growing your pool, paid helps with that. That's where you're doing ads to like intercept you know people where they are. You still have a good amount of control, but it has to be pretty short, right? So you have to summarize and then use the paid to get people to your channels where you can go deeper and earned. This is, like the the sweet spot, right? It's really special because there's still an interception that's happening. But it's not you the brand, right? So it's maybe, it's a journalist. I think today, you know, people, people. I don't think this effect is that people trust influencers today more than they trust journalists. I don't like that, but that is true, right? And so to me, when I think of earned I would say, think of word of mouth and peer to peer, and PR and and influencers in this and that is really effective at reaching people, but it's really effective at opinion formation, right and and credibility and building trust. And so, you know, with that breakdown, I would say for nonprofits, the idea that you can just do one of these things really, really well and get where you need to get it's never going to work. And the fact that it's not working is not because you need to re you know, you need to hire a new content editor or or rethink your social you know, your social posts, you may need to, I don't, I don't know, but it's probably because you're not thinking about the whole thing, right? And you need, if you've got goals that range from I want issue awareness to, you know, I want member engagement, I want donors, then you need that, like, whole funnel, you know, that marketing funnel. I don't know if how much you're familiar, right? Like, you need that whole funnel approach where you're using different types of media, the appropriate types of media, in the appropriate ways that are aligned to your different KPIs along that funnel. So that's my thing, that I want people to like, really get, is to come out of your fear and come out of what you know you've done in the past, come out of that one little like niche area of marketing and media and and think about the whole thing.