you're in the anne helen peterson substack. i saw you on the unladylike like they put you out this week to so you're everywhere. so why don't we start with talking about what is a man affluenza so the simplest definition i would say is somebody who has utilized their motherhood to monetize that social media platform. in my book, i focused on instagram. but of course, you be a mom sponsor on youtube on tok, wherever. but yeah, so that's the simplest definition. okay. one thing i wanted to start with was if you could give us a sense of how big industry really is, like how much money is coming in and out of it because i think, you know, we think like, oh, moms are instagram posting mom stuff and that's that it's no biggie. but actually this is like a lot of money. yeah, it's a multibillion dollar industry. it's really largely taking place of traditional advertising on both tv and in know glossy women's magazines. it's really where mothers are learning about know new sleep sacks best ways to train baby maternity wear rugs home deco