I think the big change though, and what is really fascinating and has been fun to watch is in the last two, three years, you now have this whole rise of B2B2C, which takes all the complexity of the top of funnel user acquisition system and stuffs it right alongside your CRM and how you build an elegant system there in that space, I think is one of the most complicated and intricate pieces of being a MarTech person today. And some of it just has to do with the data language. Like all these B2C tools were designed with two objects, a user and an event. And so if you're not a technologist, it's like object orientation is how you kind of think about the world. There's only two concepts for the world in a user acquisition based system. A user who's a person either anonymous or known coming into your website and the things that they do on your website or application, and you use all that data to acquire them or model them.
I think the big change though, and what is really fascinating and has been fun to watch is in the last two, three years, you now have this whole rise of B2B2C, which takes all the complexity of the top of funnel user acquisition system and stuffs it right alongside your CRM and how you build an elegant system there in that space, I think is one of the most complicated and intricate pieces of being a MarTech person today.