Well, what I probably meant was that digital media, by its nature, is very democratic. Basically anyone can do it. For instance, there are a lot of Facebook communities and groups who are becoming hubs for discussing community issues, the Ukrainian Canadian community issues, and the issues back home in Ukraine because of the war. They are starting to serve a very important role. That obviously is creating some competition, but it's also creating some opportunities.
What I also want to say is that, for us, it's probably a very early stage to be able to draw any conclusions. Also, there is no market as such. There's no advertising market in this particular segment. In the mainstream—