we need to do something different here? yes, i think tiktok and the pandemic have just been such big drivers of this. tiktok has totally up—ended the creator ecosystem. as sam mentioned, they have made it so easy for the average person to go viral and garner a big audience and i think that social media platforms are realising that creators drive a lot of engagement and trends, and it's not enough any more to just give them a place to grow an audience. they need to offer them better features and ways to get money, and besides youtube, which used to be the only game in town, there wasn't a way to earn directly from social media networks until the last year or so. becky, what do you make of these new developments? i think there is a really growing trend of creators who are trying to, kind of, almost regain the connection between themselves and their audiences without the platform because at the end of the day,