You might be an established traditional bank and you scale the barriers to entry for over 100 years. All of a sudden they became so low that a fintech that had no physical presence, no capital, was able to spin up overnight and begin to compete. There's also new competition from big tech. You know, one day they're partnering with you on some new credit card and the next day they're encroaching into your industry, using their economies of scale, and they're weaponizing their deep knowledge of your customer base. So that's the game changer across most markets and the double edged sword when it comes to digital. So volatility and change have created market opportunity.