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, it's really hard to trust the platforms. you know, changes are being made every single day to the algorithms, how our content is being served to our audiences and is often done in a very hard to read, almost like black box algorithmic way, which is hard to decipher and decode and you often second—guess yourself and what you're doing. am i doing something wrong, why are my views not flowing very well any more?