like Richemont is still tearing, right? Hermès is doing great.

I was demoing the latest VO model and it's good, but it's still clockable as AI generated. There's still, I had some cars spinning around and, you know, it's 3 cars and then it's 4 cars and then it's 2 cars and they're sort of melding into one another.

Well, we talked about the last time I was here. I was like, I'm like, oh yeah, Gucci's getting crushed. And, and it's like, yeah, it's going to continue to happen.

I'm like, oh yeah, Gucci's getting crushed. And, and it's like, yeah, it's going to continue to happen.

Trump got rid of Section 321 de minimis. That totally crushed those brands.

we buy a lot of TV ads. Yeah. And we buy them like, um, like directly through the networks. So like, you know, Fox will have something like, we just got an email for the World Cup and it's like you could run a 30-second spot during the World Cup, the USA game, and it was like a $25 CPM, right? And Netflix, they— you'll get a lower tier of consumer because it's price-gated

It's an incredible video model, definitely state of the art. But I don't know that that's ready to be deployed in YouTube across a ton of video ad impressions. So do you have a timeline for that or do you have some thoughts on when that will actually be important to the business? Because you have to imagine that Instagram video ads perform better than just image ads. And so they'll try and do this. But what— how are you seeing the AI video advertising model evolve?