"A quick anecdote on that, on the AI brand signal, because we've started working on this and our administrator was at an Ask Chris workshop and they were asked to pull out their phones. They had no idea what they were going to be asked to do. Pull out your phones and search for who's the best cataract doctor, what's the best cataract practice in my town and put the name of your town in there. And hers out of dozens of people was the only search that pulled up the name of our practice, her practice in that case. So these things can make a difference."