The biggest myth is that Tiktok is the hot new channel, which is wrong and now the data is starting to support that. The second biggest myth right behind the Tiktok one is there's this thing right now that people are talking about is creative testing. In the advertising world right now the hot new thing is that you need to test a bunch of creatives and the reason that this myth exists is that when you no longer have as many levers on other types of testing or other ways to improve your ROI you go to the one thing that you feel is in control which is you can build a new creative.