We've been on the brands first, users second path for a while now. We've been trying to align the goal of the brands to be better for users. However, brands are driven by vanity metrics. And focusing on vanity metrics drives you to high churn, shallow engagements rather than deep and steady growth. I'm hoping that at some point we can leverage our experience and the number of people in our user base to help guide brands towards what's truly better for users.