Because people are willing to pay month after month toward an AI system that coheres and depolarizes their social relationships. And that also means advertisers are also catching on the fact that if you can depolarize and have surprising common ground and associate your brand with that common ground, then it's actually more newsworthy and much more of a glimmer, not a trigger, which is negative. A glimmer is positive associated to your brand. And then you replicate something more like watching Super Bowl advertisements together, which is people who would otherwise disagree now share a moment. So again, the advertisers are now figuring it's actually better business if they sponsor this kind of content. So I wrote about this at length with my co-author at a paper Pro Social Media, but I really think this year is the year that Pro Social Media takes off on the revenue scale and also is reducing risk because people are now seeing the antisocial harms of the hamster wheel.