Content development is not the same as content publishing. No, we’ll leave that to the journalists. With content development, development is the definitive word. You see, it’s the development that determines the content. If it were the other way round, it would be journalism. And that’s not what we do. Definitely not. We’re all about the process. The analysis and iteration of content. The measuring, adjusting and recreating of it. It is strategic, really. See what we did with this paragraph?