Name: From PlayStation to Spider-Man: Inside Sony’s Transformation
Uploaded: 2026-08-20T18:00:00Z
Duration: 6 min 19 s
Description: President and CEO Hiroki Totoki explains why Sony moved beyond its hardware roots and iconic products like the Walkman to become an entertainment powerhouse–led by games, movies and music.

https://www.barrons.com/client

Kevin Rudd, former prime minister of Australia and Global President and CEO of Asia Society, breaks down China's hidden economic struggles and status of its military. This interview was filmed on Sept. 24, 2026 at Journal House during the United Nations General Assembly.

https://m.wsj.net/video/20261001/f48f85fa-373e-4649-88ce-b4904a8e0007/1/hls/manifest-hd-wifi.m3u8

Is China Experiencing ‘Premature Hubris?’

Former Australia Prime Minister Kevin Rudd calls out Sam Altman and criticizes a "cavalier culture" in Silicon Valley after an OpenAI agent hacked an Australian government website. This interview was filmed on Sept. 24, 2026 at Journal House during the United Nations General Assembly.

https://m.wsj.net/video/20261001/0e2dcd9d-a816-4b80-94ab-9013522e49ff/1/hls/manifest-hd-wifi.m3u8

Kevin Rudd: Altman Must ‘Lift His Game’ after OpenAI Data Breach

Kevin Rudd, former prime minister of Australia and Global President and CEO of Asia Society, spoke with Barron's editor at large Andy Serwer at Journal House during the United Nations General Assembly. This interview was filmed on September 24, 2026.

https://m.wsj.net/video/20260925/8fbbf5c1-07f0-41ea-9bb3-c53375d85b6b/1/hls/manifest-hd-wifi.m3u8

Kevin Rudd on China, AI and U.S. Relations

When the market dips, David Booth, founder of Dimensional Fund Advisors, doesn't panic. Here's why.

https://m.wsj.net/video/20260918/a944ff0a-c2c4-44fa-b9b6-bc9c0dd32672/1/hls/manifest-hd-wifi.m3u8

David Booth on Why You Shouldn't Panic Sell

If active managers aren't beating the market, what's their purpose? David Booth, founder of Dimensional Fund Advisors, weighs in.

https://m.wsj.net/video/20260918/1881735b-4b65-4ace-88a8-a18f3d836007/1/hls/manifest-hd-wifi.m3u8

David Booth on Active Managers vs. Indexing

David Booth, founder of Dimensional Fund Advisors and the author of the book "Stay Calm: Learn to Embrace Uncertainty in Investing and Life," spoke to Barron's editor at large Andy Serwer. This interview was filmed on August 24, 2026.

https://m.wsj.net/video/20260917/c959ddba-57f7-4a69-b429-e22566446dbf/2/hls/manifest-hd-wifi.m3u8

'Stay Calm' Author Discusses the Science of Investing

University of Miami's Joe Echevarria discusses student athlete pay and league realignment.

https://m.wsj.net/video/20260909/7451e662-2fec-4737-97ae-d054d826302a/1/hls/manifest-hd-wifi.m3u8

University of Miami President and CEO on the Future of College Sports

University of Miami's President and CEO, Joe Echevarria, former CEO of Deloitte, talks to Barron's Andy Serwer about engaging the business community.

https://m.wsj.net/video/20260909/b7cbf171-f63c-4217-ad97-c5ccbca4618b/1/hls/manifest-hd-wifi.m3u8

Ex-Deloitte CEO on Connecting College to the Corporate World

At Barron's

"Your 9-5...is just not going to do it," Nick Magguilli, personal finance expert, said on Barron's Streetwise podcast.

https://m.wsj.net/video/20251216/e6897805-d131-4cc4-9c59-ca03b0c0b958/1/hls/manifest-hd-wifi.m3u8

How to Scale Your Net Worth

TJ Thornton, Head of Global Research Product Marketing at BofA Securities, talks to Jack Hough about his favorite stocks outside of AI.

https://m.wsj.net/video/20251210/f9c1a95c-5a0e-4349-9fe4-73b3ac53bfb8/1/hls/manifest-hd-wifi.m3u8

BofA’s Favorite Non-AI Stocks

Jack Hough talks to TJ Thornton, Head of Global Research Product Marketing at BofA Securities about diversifying stocks to hedge AI risks.

https://m.wsj.net/video/20251210/8e164ff7-1500-4c2f-8713-e891c640a0f4/1/hls/manifest-hd-wifi.m3u8

Evaluating Investing Opportunities Beyond AI

Steve Quirk, chief brokerage officer at Robinhood, breaks down the value of tokenizing stocks in different markets.

https://m.wsj.net/video/20251126/f86d65ea-bd8b-4777-b6b0-80f7bb12027e/1/hls/manifest-hd-wifi.m3u8

Unpacking Tokenization for Everyday Investors

Jack Hough talks to Steve Quirk, chief brokerage officer at Robinhood, about trends in retail investing.

https://m.wsj.net/video/20251126/a9cbdcc6-f060-4fc9-a15e-396924e25946/1/hls/manifest-hd-wifi.m3u8

How Robinhood Reshaped the Trading Landscape for an Entire Generation

Streetwise host Jack Hough sat down with strategist Scott Wren to discuss how the AI-fueled market run stacks up against the dot-com boom.

https://m.wsj.net/video/20251111/bd2e1a5b-1a6e-4543-8133-dcc63f69b5dc/1/hls/manifest-hd-wifi.m3u8

AI vs. The Dot Com Bubble

Bank of America’s Haim Israel shares what’s next for Nuclear Energy development.

https://m.wsj.net/video/20250930/ab4fc336-af44-4af2-8e40-9ae6f04a445e/1/hls/manifest-hd-wifi.m3u8

The Outlook For Nuclear

Jack talks to Lyft CEO David Risher about growth potential in the company.

https://m.wsj.net/video/20250929/ae62b70e-912b-4ce7-ae63-1b2652628bae/1/hls/manifest-hd-wifi.m3u8

Lyft's Ride to Profit

The stock market is expensive. What does that mean for your portfolio? Jack sits down with Franklin Templeton’s Matt Quinlan to talk dividend investing, and whether it’s a good move in a pricey market.

https://m.wsj.net/video/20250911/9c85e132-d710-4458-9467-aa69d4f25ae0/1/hls/manifest-hd-wifi.m3u8

Dividends and Capital Appreciation

Barron's Streetwise

Spuds Powell, managing director at Kayne Anderson Rudnick, says the best way to raise children and grandchildren is to “model great behavior and lead by example.”

https://m.wsj.net/video/20260914/382ebb7d-921e-4e2b-9b83-b50e5dfeccba/1/hls/manifest-hd-wifi.m3u8

Talk Is Cheap. Legacy Requires Modeling Values.

Interviews with top wealth management professionals about topics including compensation, hiring, marketing, next-gen, and more.

“You don’t want to tell people what they want to hear,” says Spuds Powell, managing director of Kayne Anderson Rudnick. “You want to tell people what they need to hear.”

https://m.wsj.net/video/20260914/44f98bce-77aa-414b-9c62-bbd1b84e72be/1/hls/manifest-hd-wifi.m3u8

Building Trust With Clients During Rocky Markets

Spuds Powell, managing director at Kayne Anderson Rudnick, tells Greg Bartalos, Editor-in-Chief of Barron’s Wealth & Asset Management Group, that “Constructive criticism, delivered in any tone, can be a gift when you’re willing to hear it.”

https://m.wsj.net/video/20260914/0a01be81-f9c1-4c1a-971f-5de729900f96/1/hls/manifest-hd-wifi.m3u8

How ‘Difficult Clients’ Can Help Advisors Grow

Fun moments can strengthen relationships as much as serious ones, says Spuds Powell, managing director at Kayne Anderson Rudnick, who shares a prank that a client played on him.

https://m.wsj.net/video/20260914/16ad0cff-752b-4062-b2ab-1b3012874ccc/1/hls/manifest-hd-wifi.m3u8

Lighthearted Moments Can Build Client Relationships

Treating clients' children as clients provides valuable training for next-gen advisors while deepening multigenerational family relationships, says Peter Lee, a founding partner at Summit Trail Advisors.

https://m.wsj.net/video/20260825/1023000b-f1d0-4e9e-823a-1856057b7731/1/hls/manifest-hd-wifi.m3u8

Summit Trail Advisors’ Approach to Multigenerational Planning

Peter Lee, a founding partner at Summit Trail Advisors, says that having team members share ownership and revenue responsibilities ensures that clients are treated as firm assets rather than individual accounts.

https://m.wsj.net/video/20260818/8335feeb-7857-426a-b3fb-056ff5866e28/1/hls/manifest-hd-wifi.m3u8

‘One Team, One Dream’

Peter Lee, a founding partner at Summit Trail Advisors, and Jon Nickow, a principal, explain why career advancement is a gradual, multi-year process.

https://m.wsj.net/video/20260811/18281a11-abd5-486c-b82a-1671c66b3476/1/hls/manifest-hd-wifi.m3u8

Developing Homegrown Talent Requires Patience

Peter Lee, a founding partner at the firm, and Jon Nickow, a principal, discuss the RIA’s approach to developing internal talent with Greg Bartalos, editor-in-chief of Barron’s Wealth & Asset Management Group.

https://m.wsj.net/video/20260804/a04e8685-9b37-45c1-90d4-fc8938ca9dff/1/hls/manifest-hd-wifi.m3u8

Summit Trail Advisors’ Strategy for Growing Talent From Within

“We want to win the talent game, and you do that by being very clear on career paths, talking to people about what's working for them, what's not, and what are they interested in?,” says Mike LaMena, the CEO of Wealthspire.

https://m.wsj.net/video/20260727/a5e5c3ad-2b2b-4daf-bce3-604be5504022/1/hls/manifest-hd-wifi.m3u8

The Importance of Career Paths and Loving What You Do

Barron's Advisor The Way Forward

A “willingness to roll up your sleeves and understand the issues that your clients are facing, not just from an investment perspective,” is common among the industry’s most successful, says Kelly Gaur, a Mercer Advisors regional vice president.

https://m.wsj.net/video/20260319/318adb2f-a888-4f30-b182-c791e27f98ab/1/hls/manifest-hd-wifi.m3u8

Best Advice for Someone Considering Wealth Management as a Career

Kelly Gaur, a Mercer Advisors regional vice president, says she was drawn to working for a registered investment advisor partly because they generally offer a more personalized, modern approach to wealth management.

https://m.wsj.net/video/20260318/5575e9ca-0b48-4fb9-8e43-82aae1b3e3fc/1/hls/manifest-hd-wifi.m3u8

The Appeal of Working for an RIA

“The best client development professionals are those who have served clients in some capacity,” says Kelly Gaur, a Mercer Advisors regional vice president.

https://m.wsj.net/video/20260318/c1638929-6b21-4573-9deb-4f78e1ffa1d7/1/hls/manifest-hd-wifi.m3u8

Client-Facing Experience Can Help Advance Your Career

The Mercer Advisors regional vice president discusses her business development role and tips for breaking into the industry and gaining valuable experience in a non-advisory capacity.

https://m.wsj.net/video/20260318/f2c2c9a5-cb67-4167-a48b-7fe4a9285615/1/hls/manifest-hd-wifi.m3u8

Kelly Gaur: Tips for Pursuing Non-Advisor Roles in Wealth Management

“You want to make sure that everybody's excited and prepared and that you're all pulling the rope in the same direction,” says Nate Fisher, managing director and wealth advisor at Carson Wealth.

https://m.wsj.net/video/20260305/20285ef5-c115-435f-9291-e4f2d5b166a9/1/hls/manifest-hd-wifi.m3u8

A Successful Transition Requires Honesty and a ‘Heavy Lift’

Young advisors considering a succession plan should maximize engagement with clients because “it can take a long time to gain that trust and build those relationships,” says Nate Fisher, managing director and wealth advisor at Carson Wealth.

https://m.wsj.net/video/20260305/236fdaa2-5acb-48e9-b16d-e20b58846487/1/hls/manifest-hd-wifi.m3u8

Succession Planning and Establishing Trust With Clients

The Carson Wealth managing director and wealth advisor says his decision to partner with the firm was driven by the need for increased capacity for holistic services and a clear succession plan for his retiring father.

https://m.wsj.net/video/20260305/33bb1217-c8be-4358-ba17-6238cbab6fa1/1/hls/manifest-hd-wifi.m3u8

Nate Fisher: Lessons Learned From a Successful Partnership

As trust grows, advisors tend to spend less time discussing investments and more time on clients’ families and well-being, says Nate Fisher, managing director and wealth advisor at Carson Wealth.

https://m.wsj.net/video/20260305/d2d3903a-994f-4ae7-82be-706929930b3d/1/hls/manifest-hd-wifi.m3u8

Trusted Advisors Focus Less on Investments, More on Clients' Lives 

Serving tech founders is a full-time, long-term effort that often requires significant upfront work before a successful, revenue-generating relationship is established, says Katie Partridge, a Morgan Stanley private wealth advisor.

https://m.wsj.net/video/20260219/abc63bad-4c7a-474b-b4a8-b4feae461375/1/hls/manifest-hd-wifi.m3u8

Landing Founders as Clients Requires Patience and Hard Work

Barron's Advisor Next Generation

Government policy shapes retirement regardless of savings or lifespan. With Social Security's trust fund facing a 2033 shortfall, what fixes are coming? Our experts discuss policy shifts and how to budget your benefits.

https://m.wsj.net/video/20260410/aea80278-298b-458e-8bcd-f378796d6328/2/hls/manifest-hd-wifi.m3u8

What's Next for Social Security?

Stocks swoop and soar as investors weigh AI hype against rate-cut "tea leaves." Our panelists explain how to drown out the noise, chart your own winning path,and identify investments that offer true long-term rewards.

https://m.wsj.net/video/20260410/586aecf7-117b-4f3e-86f0-6869d907e671/2/hls/manifest-hd-wifi.m3u8

Riding the Market Roller Coaster

The capture of Venezuela’s Nicolás Maduro and Middle East tensions are reshaping oil supply expectations. The U.S. is intervening in energy markets in decades-unseen ways. Experts break down what’s next for oil, gas and energy stocks.

https://m.wsj.net/video/20260212/9779ec13-602a-4a38-bb73-495ff464a24f/1/hls/manifest-hd-wifi.m3u8

Oil and Gas in a Volatile World

For the first time in decades, U.S. power demand is rising - driven by AI data centers, EVs and electrification. Utility and clean-energy stocks are climbing, but costly buildouts threaten affordability. We explore what’s next for the power trade.

https://m.wsj.net/video/20260212/81a81fdd-47b4-44f6-93d1-7597a7fab032/1/hls/manifest-hd-wifi.m3u8

The Gold Rush in Electricity

Will Nvidia and other technology companies keep powering the stock market in 2026? We'll speak with two veteran money managers about their views on tech and their favorite stocks for the coming year.

https://m.wsj.net/video/20251212/5683d7a0-ed1f-4e3c-b913-bb3367ea3abd/1/hls/manifest-hd-wifi.m3u8

Finding Bargains in a Pricey Market

Explore what could go right for investors, and what could go wrong, in a year that will see the AI trade evolve, the Fed's leadership change, and global competition for resources increase in this 2026 Outlook.

https://m.wsj.net/video/20251212/573f5954-c4ab-43e9-804d-f1ea93fbb70c/1/hls/manifest-hd-wifi.m3u8

Meeting the Challenge

Stocks are expensive, risks abound, and AI is about to change the world. Other than that, building a calamity-proof retirement portfolio should be a cinch. Tune in as two veteran money managers size up the markets and share their investment ideas.

https://m.wsj.net/video/20250211/17a5e7d6-7c36-44b0-a35e-bf5ac3a24194/1/hls/manifest-hd-wifi.m3u8

Saving for a Sunny Day

Research shows that people greatly underestimate the healthcare costs they’ll face in retirement. Learn from experts how to estimate those costs, prepare for potential long-term care needs, and manage healthcare expenses in retirement.

https://m.wsj.net/video/20250211/e7c022d9-badf-4e95-8e7c-0b6fce9f7823/1/hls/manifest-hd-wifi.m3u8

Are You Fiscally Fit?

Surging power demand, new energy sources, and growing competition have spurred the utility industry to become more innovative than ever before. Our panelists will unpack the changes afoot and explore what lies ahead for companies, customers, and investors.

https://m.wsj.net/video/20240917/001ea098-1fcc-4da5-9f0e-a3b149bbb2fb/1/hls/manifest-hd-wifi.m3u8

Not Your Father's Utility

Barron's Roundtable

Whether you're leading a transition, building a scalable team, or just trying to stay ahead of the curve, this episode will give you practical insights to lead smarter and grow stronger.

https://m.wsj.net/video/20251010/fd26d60b-d1e6-409b-b51b-101da4aaa368/1/hls/manifest-hd-wifi.m3u8

Next-Gen Leadership Meets Smart Innovation

Electric vehicles sales are growing but not at the pace some expected. Some would-be buyers worry about the range of EV charging, and others are swayed by politics. But innovators from Detroit to Silicon Valley still envision a dramatic shift in how we get around. What’s going on and what’s next?

https://m.wsj.net/video/20240603/5784fa60-791c-47ad-9740-42e4553de5c4/1/hls/manifest-hd-wifi.m3u8

Forces Shaping EV Adoption and the Future of Driving

Success in improving the power grid to accommodate the electricity demands of the future will be a boon for companies doing the work and utilities that succeed. Explore the investing risks and opportunities.

https://m.wsj.net/video/20240522/2b825c69-2687-4d88-923b-0c8f523a2f67/1/hls/manifest-hd-wifi.m3u8

How to Invest in Initiatives to Bolster the Power Grid

Joanna Rotenberg, Fidelity's president of personal investing, discusses ways to make investing more accessible and how to bolster your own financial security.

https://m.wsj.net/video/20231025/8ad733df-ac90-41fd-9655-7761b3e0532c/2/hls/manifest-hd-wifi.m3u8

Mind the Gap: Demystifying Investing

Reshma Kapadia sits down with Cozy Wittman of College Inside Track to discuss how to tackle all things college, from what admission officers are seeking today, to navigating the different ways to funding higher education and evaluating the ROIs.

https://m.wsj.net/video/20230515/b7229011-05cc-42ec-9c16-1d7752ec668d/1/hls/manifest-hd-wifi.m3u8

Decoding the College Search and Financing Puzzle

Nicole Webb, financial advisor and SVP at Wealth Enhancement Group, shares ways to navigate the real estate market this spring whether you are a first-time buyer, a retiree downsizing or someone who is relocating or looking for a second home.

https://m.wsj.net/video/20230424/93eb00e1-caf0-4e83-9fc7-b502a57dc546/1/hls/manifest-hd-wifi.m3u8

Pro Tips on Buying and Selling a Home

Reggie Fils-Aimé, former president and COO of Nintendo of America, joins Barron's deputy editor Alex Eule to discuss his unlikely rise to the top, and the risks he took once there to beat the odds and achieve success.

https://m.wsj.net/video/20220630/61e2296d-ab1a-4216-ae65-24676447c616/1/hls/manifest-hd-wifi.m3u8

How Nintendo's Former President Disrupted the Gaming Industry

2050 Wealth Planners co-CEO Lazetta Rainey Braxton, Sequoia Financial Planners vice president Elizabeth Scheiderer, and MoneyZen founder Manisha Thakor offer tips on how to prepare for recession, inflation, caregiving needs.

https://m.wsj.net/video/20220617/a71025ce-518b-49b9-b098-21417863f8ce/1/hls/manifest-hd-wifi.m3u8

Financial Advice for the Inflation-Weary

Families and advisors have a lot to navigate when it comes to generational wealth transfer. Add sustainable investing to the list. Examine strategies to help close the generational divide. From the Dow Jones Energy & Sustainability event series.

https://m.wsj.net/video/20230210/85cbf3f9-b5ab-4bfa-93c6-f8e8a247d386/1/hls/manifest-hd-wifi.m3u8

Sustainable Investing and the Wealth Transfer

Barron's Events

Level Up

Barron's Explains

Back to Business

Great Investors

MarketWatch

Video Center - Barron's home

President and CEO Hiroki Totoki explains why Sony moved beyond its hardware roots and iconic products like the Walkman to become an entertainment powerhouse–led by games, movies and music. Photo: Matthew Allard for WSJ

https://m.wsj.net/video/20260819/e8f2bdea-9c18-4035-950b-8dcf04b505d5/2/hls/manifest-hd-wifi.m3u8

President and CEO Hiroki Totoki explains why Sony moved beyond its hardware roots and iconic products like the Walkman to become an entertainment powerhouse–led by games, movies and music.

From PlayStation to Spider-Man: Inside Sony’s Transformation

Sony is one of Japan's best known companies, the maker of iconic products like the Walkman and the PlayStation. These days though, Sony is really an entertainment company.

I'm sorry, but you're in danger. You just have to trust me.

Pumping out movies, video games, and music, it's a transformation that's still going on as the company grapples with new challenges, such as trade tensions, currency swings, and the advent of artificial intelligence. We're here today to speak with the man task of leading Sony through all this upheaval, President and CEO Hiroki Totoki. So we'd like to talk a lot today about Sony's transformation. When did you really think, right, yes, we need to double down on this, we need to push ahead, we need to start really transforming this company and moving towards the Sony that it is today.

We started the gaming business back in 1994. It's a kind of, you know, the intersection of the hardware and software and as well as the technology. And it is, you know, the first time we combine this ecosystem. The hardware business was particularly severely damaged because Apple at the same time launched the iPhone in 2007. And then we faced trouble with the Lehman Shock. And after that, and we haven't got any growth, and profitability was very low, and we were forced to change our strategy and the business model. That's the recent transformation starting point.

So you've been in the CEO's chair for just over a year. What is next in terms of strategy? What are the things that you're really focused on right now in terms of, you know, big decisions or new products?

As you know, we heavily lean towards the entertainment business. And our three entertainment business revenue is more than 67% now. And obviously, we evolve further, you know, the investment and the market expansion for entertainment. And we have, you know, an anime dedicated platform, Crunchyroll. Both are growing business. And anime and game have an obvious proximity and affinity. And we can explore new opportunity in terms of the content and services and acquiring users.

One of the things Sony seems to be doing very successfully is, you know, taking something like a video game and then turning it into TV, turning it into movies. You did this with "The Last of Us," for instance. I think there's more in the pipeline. Could you talk a bit about that strategy, why it works for you?

I think, you know, the great IP is providing a good value for us. And we have, you know, the great IPs on gaming side. We harvest that. Why don't we move to use that IP to TV drama as well as the motion pictures?

And it looks like there's a chance that we might not get to talk to each other again.

And it's great opportunity to, you know, expand the user base. All the fans, you know, they realize what a great IP we have. People come back to the game again. What is happening to me?

Did you miss me, Spidey?

Why don't we talk about Spider-Man, big opening weekend. Have you seen it yourself? Did you like it?

Yes, yes. It's a fantastic movie.

People always seem to be talking about the death of cinema. But anytime I go to the cinema in Tokyo, it's always absolutely packed. I mean, do you take heart from this? Do you think there is still, you know, a real future?

Recently, you know, people do not go to watch every cinema. Having said that though, you know, people would like to experience great cinema together with the people. And, you know, Spider-Man obviously encourage us a lot.

Another use case I read about, I think, in your corporate strategy report recently that struck me was in video games and one of your executives was describing using AI to animate hair, I think.

Oh yeah, right.

Something that was extremely labor-intensive and that struck me as a good example of how you use it. I guess we want to embrace this technology, but particularly in the creative sphere, you don't want to upset artists or alienate fans as well, right? So how do you think about where to draw the line in using AI in the creative process?

I think we try to find, you know, the good, you know, line. And, of course, you know, the people embrace the great IPs that are created by human.

Yeah.

And there's certainly lots of human narratives and the stories there. And we respect that narratives and the stories. Here we have a PlayStation.

PlayStation, right.

Yep.

We had one of those. I think my brother had a PlayStation 2.

2, right.

And these are, I guess, the newer ones, right? So this is number five, is it?

Yes, that's right. That's the latest one.

Another issue affecting lots of companies is the memory crunch. Do you think Sony's been a little bit lucky with the memory shortage in that PS5 was in 93 million homes? It's already had, you know, a long shelf life. You weren't like one of your famous rivals launching a new console, right?

Yeah, exactly. It is lucky, you know, we are in the latter half of the lifetime cycle of a PS console. That means that we do not need to aggressively sell the console today. And rather than that, we're focusing on recurring revenue from the current, you know, the user base. And already our PS have more than 125 million MAU today. And how to monetize from the users is quite important for us.

Finally, Sony has this long history of innovation as we've been talking about, some iconic products, iconic IP. Is there anything at the minute that you're particularly excited about, either in terms of new products, new franchises, or the kind of technological changes we've been talking about, what really excites you?

I'm really excited about the, you know, to develop a new experience of entertainment. We have many technologies available in the future as an entertainment company. If we can provide, you know, the new experience to the people and get people excited, it's a great motivation for us.