Yeah, I mean, there is an offensive element to that and when we started, you know, they're looking at words like antiaging. It's a whole category in the cosmetic industry and we're not anti aging, we're pro aging. So how do you talk about it and a couple years ago, Allure Magazine banned the term anti aging, and they want to, you know, Helen Mirren came out and said, don't retouch my photos, and she has L'Oreal and the advertising not to retouch her photos. And it's, you know, because it's so endemic, and it's so deep in how we think about ourselves. It's really trying to find the right language to say, there's nothing wrong with aging and but you want to look a certain way, you see yourself a certain way. So we try not to judge, right. So we actually did a story recently called filter face, the rise of filter face and how these people go on Instagram and filter the living daylights out of themselves. What does that do? Instagram had the studies, their own study showed that it's damaging the images on Instagram are damaging to younger women and teenage girls about body image. So when people in the public eye go on Instagram and sort of AI their faces, and oh, she's 76 wow. I mean, what does that what does that do, what does that do to you? It's almost like fashion and advertising is coming around to it because they understand where the money is that they're more older people and women are saying we don't want to see teenagers advertising skin cream to make your skin firmer, right? It just makes no sense. So now you're seeing this whole trend of, you know, grand influencers and gray haired models like that's like last year just as this gray haired model and you know, obviously older women and then when like jobs being reduced by saline for their sunglasses, and so so is this a trend or is it happening? So that's the question, right? Cool to use older models, or is it going to pass? So these are things we examine and in our daily lives, like I'm starting, we're starting a new newsletter in section called consumer risks and it's precisely about this, like these conversations around parents and how you should feel about the, but also if you don't want to color your hair, don't color your hair. It but you know, and we talked about that as well as if you want to color your hair. Well, here's what you do. It's just personal choice.