We differentiate ourselves from our competition through our "open ecosystem". We argue that we can integrate as well with our ubx partners as Adobe can within their "walled gardens". We also take pride in the fact that we have one of the most flexible data architectures in the market. I can do 80-90% of use cases written in Amp script with a combination or RTs and DC. Right now, we cannot leverage UBs in our DC rulesets. We are literally keeping one of our greatest differentiators (open ecosystem) from being leveraged by one of our greatest strengths (data). The fact that we can do each of the above in isolation (query a UB event or create a dynamic ruleset) but not leverage them both together diminishes us in front of the sophisticated marketer. If I worked for Adobe, Oracle, or SF, I would use this to prove the 'incompleteness' of our vision and a reason why walled gardens are preferred.