the people who own these sites, whether it's mark zuckerberg, or to some degree elon musk, even jonah perettile of publishers, because they have become the purveyors of information. and there's just this deep, like, abiding resistance to really embracing that. it's a headache, for sure, but the reality is, you know, facebook's and -- it's not just a website, it's not just to connect people, it's where people get their information. the same is true for twitter. the efforts to kind of figure out how to make twitter responsible have been so fraught, so ham-handed. i won't even comment about what musk is doing. but there seems to be a deep-seated culture, like, it's antithetical to who these guys are. >> yeah, i think you're right. i mean, i think to some degree, you know, it is nice to have free content rather than content to pay for, if you are in business, you get to keep all the money. so, some of those commercials -- in some ways, you say it's ideological. and i don't mean left, right ideological. i mean the sense that we can do away without the old institutions, the old east coast media. an