Yeah, I'll take that one, Paul. I think the thing that when I was listening about CrossX, the thing to know is that digital, overall digital marketing spending is going up, both in consumer and in HCP, because there's better digital avenues to reach people. And you're seeing that with things like open evidence and Doximity's new AI offering, right? So there's increasing effective use of that channel. And then with CrossX, specifically what's going on is As that channel gets more important, measurement and audiences and optimization get more and more important. That's one thing. And Cross-X is becoming more of a standard. So there's really a compounding effect of the excellence that we're developing in Cross-X. You know, Cross-X will be, you know, that's going to be a well-growing business for us. You know, you should think of that as a well-growing business for the foreseeable future. You know, three, four, five years type of thing. This is, we've put some serious innovation in Cross-X over the past years. Um, we've invested heavily in the data network because that's a data network that we share with, with, um, with Compass, Compass and Cross-X share that data network. Uh, so it's, um, digital is becoming more important, uh, not less important. The other, you will see maybe regulations around consumer TV ads, but overall, Digital is growing. It's a very effective means to meet people, and you need to measure and optimize that, and that's what CrossFix does.