I think you need to filter this through a good marketers lens. Of course, so much of what we do has changed. But purists also know that basic brand rules have not changed at all. The message still needs to be relevant. And it needs to be credible. So that aspect hasn't changed. So I think that is where the divide exists. I don't think anyone worth their salt in marketing doesn't recognize the drastic change. It's just that many of those people still believe the fundamentals have not. So maybe those on the latter end are the more progressive thinkers of the bunch?