I'm not sure I get the point in relation to the article. They have a huge amount of data, so they need to handle it in a "big tech" way & it's not like they're

I'm not sure I get the point in relation to the article. They have a huge amount of data, so they need to handle it in a "big tech" way & it's not like they're doing this stuff just because they can. The Spotify end of year wrap is amazing marketing for them that people absolutely love and share widely.