And I'm wondering how you play that balance inside your company.

Yeah, that is a very good question and totally hear everything you said on like those struggles of conveying.

Like that is, I feel like what we've been doing from the beginning.

And to kind of give you some background on like why our product is set up the way it is, is truly because of our activated zinc ion technology.

So I don't know, this is one of our bottles of bathwash.

I don't know if you've ever seen a bottle of SmartMouth, but it's actually two solutions.

So both of these snap off and then you pour into the cup equal solutions of each, and then you rinse.

Why don't you just pour it in a cup and rinse? I think that's very tricky to solve over time because you can still have a scientifically proven superior product and still fail in the market because your consumers don't do the behavior change needed to get the value out of it and the reward out of it.