And what you guys have done is actually put the tools in place and I assume can provide them with the advice and counsel, at least at some level to say these are the kinds of things you should do to nudge them in the right direction. Now it's interesting because the example you brought up around a, going through a pregnancy is something that brings up some important factors that you need to think about when you're engaging with consumers and using consumer data is the balance between alerting and utility and usefulness and data privacy.