00:00If you can find that, that point of concern for them, that point of priority, then if it's a little more, it's okay, because it matters to me, right?
00:11We all, every day, make choices about how to spend our time and what we spend our resources on, and basically your research is telling us exactly the same thing.
00:19Don't count them out.
00:21They're not unwilling to part with the resource.
00:23They're just unwilling to part with it when it's not something they value.
00:27And that shows up in other ways that, quite honestly, has been interesting when you think about things like the notion around social platform to streaming.
00:35And we'll take a really simplified example.
00:37They've said, look, at the intersection of cost and value for streaming, when we originally thought streaming was to displace cable, right, because of its expense, the consumer has now said, look, I'm not sure I'm getting enough value for what I'm paying for.
00:51And I don't know that that average price of $69 a month across my four streaming platforms is worth it to me.
00:58Ergo, I'm willing to look for an alternate method to be entertained.
01:02Because what they value in it, the content isn't quite enough, so they're not willing to part with it.
