Super helpful. And then, Adam, my other question for you is, you touched on Generative AI and I'm interested in what use cases you're seeing over the next three years for Generative AI. I know you've talked about content creation and specialization in the past, but could you talk about how you think Generative AI will get built into your models over the next three years, the use cases for. And I'll also note that the other reason for why now is kind of given our share price right now, and frankly, the cost ...