So what is that?

Which is an interesting topic.

Why are some of these HVAC companies adding plumbing and then adding electrical, right? Because they have this database and now they're trying to do what? Go in the home more and increase the lifetime value, the earned revenue across your relationship with this customer.

Right.

Right.

So...

Yes, you can try to play the ROAS game, which you have to for cash flow.

or