any sort of self policing from the industry itself. >> school districts in addition to parents are struggling with this, thinking back to my childhood, i don't think that a cell phone until the beginning of high school, now kids have phones at such a young age, elementary school age and parents feel like you have to give your today phone for safety and keep in touch with them but schools are struggling with how much social media is part of the day-to-day life of the kids there teaching. >> exactly, in the age of school shootings, a post pandemic social media and apps were dealt into the learning process itself, so people could enable remote work, the role it took in the lives of teenagers grew i think, and some of them are reacting to that, you see a disconnect backlash and kids talking about wanting to be on the apps, little bit less. but their brains are not exactly wired to do that right