Agencies love to say “You have to meet the audience where they’re at”, and what they tend to mean by that is you can’t just shove product features down someone’s neck. And it’s true, you do have to meet the audience where they are at. But our audience are now scrolling past your ad while they sit on the toilet. So the asset has to come down to meet the audience where they’re at. I mean both literally and metaphorically on the toilet.