What about the creative development? Is that, do you think that that's a unique component that should be considered in this conversation? I mean, creative development is pretty important, but honestly, sometimes the hardest part is the briefing. It's coming up with all the ingredients that go into the creative development. Creative developers love us because we're literally handing to them on a solar platter the blueprint of everything that they need to do. So there's really no questions. I mean, we find it to be a really successful creative process when we can give the blueprint or the brief over to a creative developer and they can make exactly what we're looking for without asking us any questions. So really, it's an important component, but it made much easier because we're setting it up for success.