I think it's to use Tyler Cohen language. It's an underrated Wait in the sense that I think people don't bring it up. I think advertising catches a lot of heat, some of it justified for sketchy data practices. But broadly speaking, the thought that, you know, media has gone to the shitter, because of advertising is like, not only wrong, it's like the exact opposite of the truth, like advertising is, again, I think we addressed this earlier in the podcast, is the thing that maintain this sort of objective, both sides journalism in which, you know, sure, newspapers had certain slides to them. But whether you were the New York Times, or the Cleveland Plain Dealer, or the Chicago Sun Times, you couldn't go to off the rails because Macy's or pick your Normie advertiser just wouldn't want to co appear with like, some radical opinion. And so I think advertising has been a moderating force. I think people again, who advocate Oh, subscription driven journalism is better. I encourage you to go read about the history of 19th century American journalism, and see or, you know, even further back that, you know, 18th century American journalism, Ben Franklin was basically in a non account ship poster who wrote under at least 20 different aliases, the whole Hamilton Berg. Well, the Federalist Papers, your Federalist Papers, it was a very pugnacious time, right. And at the end of the day, the customer gets what they want. And in the case of advertising driven journalism, that means fairly non inflammatory, even keeled coverage, which is what the advertiser wants. And in the case of subscribers, they want their worldviews echoed back at them in more articulate form,