This shift from going from case studies or really specific points of uh content long form content that we had up on websites and maybe had a link to share here and there um really going away and focusing more on social proof is very much part of the connection that we're all craving because AI has become such a prevalent thing in our worlds right i don't want to talk to an AISDR i don't want to talk to you know this automated email that I received i don't there's no person behind that that I can actually reply to and create a connection with and so that's the same trend that we're seeing on the social proof side on the pro social proof side we are seeing that people want to see others and how they executed and how they reached their goals and how they were able to truly master the art of X Y and Z rather than read from a blog or um receive an email about.