of signal that people are willing to turn the page, and as vivienne described, with so many companies still looking for markets, western companies have not been very successful or able to push back on human rights issues, which in the kingdom, go beyond the brutal murder ofjamal khashoggi and also, you know, worthwhile elevating and mentioning the activists and women and journalists are detained also in the kingdom. but the market is hugely appealing. there is a very young population that is looking to benefit from the social liberalisation that was granted by mohammed bin salman, so there is a domestic dynamic here to the sports—washing of the media—washing that is taking place, and the soft power projection is very much tied to domestic drivers of reform in the kingdom. and of course it has broader regional and international implications as well.