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But then, you know, a lot of other platforms got stories and then it became harder. And we kind of had this second act when we put ads in stories, which you mentioned, which I'm so proud of because we started paying creators and they started just vlogging wit…
Yeah, that was insanity. What was the office like when Instagram stole stories from you?
That was a dark day.
Really?
I mean, that was a tough day, yeah.
Is Evan coming in and just being like, "Everybody get the fuck down here." I might've just blacked out that day.
But look, Things look, you can copy a product. You can't copy culture. And I think like one of the things that we've done a really good job of is work with creators one-on-one, have relationships with them, help them. I mean, like, you are one of the most suc…