It's an interesting phenomenon that you can observe with other things as well like tastes in music. I think it has something to do with people having access to about sixty years of people trying out just about everything they could think off. It's all been done before at this point and it's all available in new and fresh forms. So, it's no longer about collectively picking something that is genuinely new but individuals cherry-picking whatever that they like. And it helps of course that we're not funneling media through a handful of TV channels, newspapers, etc. anymore like we used to. So people cherry pick where they get their information as well.