They seem to do discovery very well, as in finding creators an audience. And, they actually pay content creators. That's let them build a lot of inertia. You'd

They seem to do discovery very well, as in finding creators an audience. And, they actually pay content creators. That's let them build a lot of inertia. You'd have to steal away both the viewer base and the creators, and that's not trivial. Twitch and tiktok are competing by creating new categories to compete in, but in terms of just upload a video and go viral land, even Facebook hasn't been able to really replicate the value YouTube provides.