That's always a big risk and fear that if your predator shows up, then you might be out shined by them or maybe people can see the difference in values between them. I think at the end of the day, if you are creating an experience that is following the framework of thingfield do, following the framework of this is truly memorable by creating these emotions, triggering these motions, then I think at the end of the day, people are going to come to you and see and create a connection with you. And although your competitor might be there to outshine you or whatever it may be if they think it's like again, they might have bigger budgets than fs and 2 or they have a bigger hub hub. I think at the end of the day, it's about that intimate, authentic connection that you can create with your audience. And so I think it's a bigger risk if you don't show up versus if you do.