Well, the I was thinking of things like there are certain scenarios where you will mark up stuff. that's not visible. Like geo coordinates, or maybe you'll do the publisher and you have to include the name of the publisher, but you might not specifically state that on the page. And I know you can slightly alter what's in the Structured data for example, make it a summary rather than the full article, that sort of thing. I think that one's down to the consumer and their algorithms and what they decide. Something like an FAQ page, they're getting a lot smarter on deciding if it's good, if they like it.