And

I was thinking about like, When I was in business school, one of the strategy classes that we took, I took an elective and it was this brilliant professor from Oregon.

And he had come out to Syracuse and did like an intensive for us.

And it was environmental impacts and strategy or something like that.

And I remember thinking, I'm going to go into this class and we're just going to say, okay, well, obviously recycle paper and don't use too much water.

Like basic things like that.

But the thing that he said that was so interesting is, okay, but...

Like, how do we how do we go from that? And recognize that that's the case to something where we can get a benefit out of it the way we really need to.