but is there more to it? >> yeah. i think also the accessible nature of it and for people who don't do cross words regularly, they might find them actually a little bit intimidating and it's a larger time commitment. you may have to spend 30 minutes to do a difficult cross word. wordle is a thing you can do for 5 minutes while you're having a cup of coffee in the morning and it's enjoyable. >> my producer told me before she used to look at instagram and now she wordles. when i looked at it, andrew, what struck me -- briefly looked at it, i have to say, i didn't see any advertising tied to it. there's no push notifications. i guess that's pretty attractive in this day and age. >> yeah. the creator, josh wordle, has talked about how he has assured a lot of common conceptions, common expectations around online games that you have to have micro transactions and you have to have advertising and you're supposed to be creating