Media agencies are now being forced to understand a lot more than just media. For example, price. If you're working on a client that increased their price by 20% in two years, and they're not seeing the category penetration they're looking for. Is media really the problem? It's just a really interesting space to be in of having really frank discussions on the total business, whether that be financial services, CPG, hospitality or whatever. You need to understand the entire business and how their P&L functions. It's just an uncomfortable space for media agencies because it re scopes them a bit.