The build out of their marketplace, and how all these things work together to help forge the strength of their ad business, their retail media business, which is now growing incredibly quickly, about 40% year over year. So to me, they're just executing on all fronts, and I think they deserve a lot of credit.
Amazon's not doing especially well right now, and the competitors are sort of trying to figure out how to increase their marketplace so that you can find all kinds of random things, which is what Amazon started off as. So I'm not surprised that, as the competition gets stronger in the marketplace, then people are searching in lots of other places.