They're what's called the controller of the data. So they're the ones who can decide what properties are, the right properties, what are the right recommendations? And what's really cool is most companies have a lot of content and knowledge already. It might even be on their website sitting there. It could be like a friend of mine got to keep it the other day that he bought for a family member for Christmas. And I can't say his name cause I'm the family member not might know that they're going to get a keyboard, a little keyboard. And it came with a whole plethora of knowledge and educational materials and information.