adjust for inflation, and apply to this strike. the financial impact is estimated to be around $150 million a week, a number of high profile media weighing in, including bob iger, saying the strikes are disruptive, and come at an inopportunistic time, where the pivot to streaming, advertising giants pulling back because of the economic situation we re in right now, so clearly a challenging moment for the industry, and now wondering how do these media companies stay profitable in an environment where we ve always been told content is king, chris. thank you so much for that, seema. jake, look, obviously there s a lot of money at stake here, whether you re an actor who s in a show that hasn t been on the air in ten years, and it ends up on netflix, and what are the residual situations, but a.i. is really at heart of what a lot of