To get started, I want to talk about what a cinemagraph is, because really, it's sort of a made-up term. There is no actual definition that you'll find. Different people have really sort of different ideas about what it is. So, the way I like to define it is it combines the qualities of a photograph, which is really just that sort of snapshot in time. It doesn't have a beginning or an end. It just is this one sort of moment as opposed to a video, which tells a story. A video has a beginning and an end, and once you've watched the entire duration, you can derive the story. Cinemagraph really just combines these two things. You get some cinematic effects, motion. But you get that static photograph feel. You interpret your own story from that still frame. And again, it just sort of combines these two things together. So really, a cinemagraph is an experience. A lot of times people will ask well, what format is a cinemagraph? My argument to this as well is there is no technical format for ...