And the last point is everybody assumes that the technology that creates content at pace is really expensive, really complicated or doesn't exist yet. And that you need to have years and years and years of being a virtual assistant or a digital marketer to be able to create anything at any pace. And anybody who does that, going to charge them a fortune or the quality of the content is going to be rubbish. It's not true anymore. Platforms have probably still got somewhere to be in. They've got to go somewhere towards being more user-friendly still and it's been worked on or seen some dramatic improvements. But the addition of things like AI into those platforms to help speed up those processes has been absolutely transformation over the last couple of years.