It's not their job. Yeah, that they're a professional body. They can facilitate things, and they can identify, they can identify trends and needs, and they can find ways to help profession do that. But all these are separate businesses. It's not, this isn't the, you know, like I say they're not a trade union, but I still, I'm not, you know, I'm not. I'm not trying to sort of completely defend the Riba in this one, but, but I can see the point that what my viewpoint is we need to put resources into addressing these as a profession. And the only vehicle there is is the Riba. There is no other vehicle so, and if they're doing things like guerrilla tactics, for instance. So they're already contributing to this. So in other words, and that they sending advice notes out on salaries, then they're already talking about it. What stop is going further. But it's funny, because, you know, the you know me I've worked on, you know, spend a lot of time in consumer and and I'm a big believer in story selling as a way to increase value, because obviously, of marketing, you may go price or differentiation. I always say, like, architects have it 50% more difficult than marketers, because markets, markets have got price and differentiation. Where architects, who've got commodity firms and delights. So you so you got, you know, so that could Vitruvian principle of marketing. So let's put them together and have a five stage Vitruvius. You know, commodity, firmness, delight, price or differentiation. What is it? But it's kind of, to me, it's like there are some fairly obvious moves, because there's loads of work out there done by Kahneman. I mean, Rory Sutherland. Do you interview the fantastic podcast? I love that. He's really good at this. And you know his is, he is like the modern guru, isn't it? He's astonishingly funny as well, and his insights. But you have to look for different ways strategies to increase value. And that happens everywhere. And people, as Kahneman sort of said, is that your people make emotional decisions for rational reasons. Okay, so what you got to get them into a position where they really want something, and then they'll find ways to argue it's worth that extra bit more, or 25% more, because that's what I want, you know, it's like, like these things, right? Apple iPhones, I mean, ludicrously expensive things. I mean, we're talking on a Mac now, which is ludicrously expensive, and yet people go, Oh, yeah, but it's so intuitive. Well, Android, isn't I mean, it's like, no, you just like the Apple, it's got cache, it's got kudos. It says creative, it's got spins, yeah, yeah, it's got stasis. And it's, you know, it's like, the, you know, the Jaguar kind of situation at the minute, you know, it's like, it's all emotion, okay, then even show a car, because, like, you know, people with pom poms on their ankles, sort of looking, looking askance to the camera. You know, deeply inspired by Eurovision or Boney. M, I think actually Euro trash, like, yeah, yeah, exactly, euros copy, nothing except Euro trash, bony M, Eurovision, you know, every, every you know Rona Martin's laughing from the 60s. I mean, you know, it's like, do me a favor, but, but, so I gave them an example at this I thought about sales, and say, Okay, how do you take a product that's worth X, and let's just say it's a consumer product. And how do you figure, how do I? How do I, how do I get to charge 4x for the same thing, exactly the same thing, just by packaging it differently. And the way you do that is you tell a story that resonates in their minds and in the context of the way they think. And I always think to myself, to have 50% of more than 50% of architects fees are in through one of housing extensions and alterations, then you're dealing with consumers. That's because that's a B to C thing. Now, if their point is, we don't want to pay too much to be architect, I mean, why are we exploring areas of like, how to destroy value in your house? Good? How to how to give yourself a long term problem? It just strikes me, we're not examining some of the psychological aspects of, I mean, obviously there's a business aspects about, you know, you build your business on work eternal way. But also, you know, the subtle emotional triggers, psychological triggers, and there's a lot of work on this. I mean, Nobel Prize winning guys like Thaler and Hahnemann and, you know, and you know, I can see Rory Sutherland ended up, if he wrote, If he did a PhD in it, he probably get a Nobel Prize for it. You know, when it