What I find interesting about the content business is unlike real estate you can spend a lot of time building content and those contents need to be looked at and treated like an asset. Right. So if I was in the real estate business and I really like the part about buildings, or designing rooms, or whatever. But I wasn’t so cool on the part about you got to rent them, or sell them, or do something there. I would be broke very quickly. Right. But in the content business you could do okay and create things, and create things, and create things, customize a speech, customize a program, whatever. And then you’ve got this library, this database of assets that are sitting idle. And you know, part of what we do is try to unlock that value and say. “Give me…so you know, what was something that you were working on a year ago, now. I mean, I don’t remember what I had for breakfast. But there’s probably some cool stuff you were working on a year ago, two years ago that you know really resonated with that particular client, at that point in time. Well, why can’t you unleash that more broadly?