I&#x27;m not saying those things aren&#x27;t cheaper for bigger players, but that the playing field is more level online than it is off, at least in part because the production cost per unit is much, <i>much</i> less. I have yet to see the advertising that benefits from petabytes of data such that it isn&#x27;t &#x27;crude and lacking focus&#x27;. A lot of it has <i>a</i> focus, but it&#x27;s often a nonsensical one.