Therefore I feel there are two things. First, in terms of the research, you get this early consumer understanding and validation—that's what we do. We validate consumer feedback quantitatively on massive sample sizes within just a few hours. We help customers learn about new territories, potential unmet needs, get new ideas, test them, tweak them, reshape them, test them again and then move on to product development. And the same approach with commercial programs. This one company just tested seven different variants of bordamatics for creative executions (draft visual outline of a future video ad). And then picked one. They invested so little money into this but they already know which one they are going to go with.