There's only been one sin and that one sin is zero sum thinking. We always worry about like oh is this defensible? Oh will this layer get margin? Will this layer get value? And the answer has kind of been unilaterally yes. The answer has been every layer has gotten value. Every layer has winners. These markets are so large and they're growing so fast. We're actually seeing brand effects take place in this phase of model scaling. A lot of the approaches to scaling don't generalize. This gives a ton of room f ...