I mean, I certainly have ideas about what's that about, right? Like, what is driving that? Like, what do you see that's driving that?

You know, like I said, COVID was a lot of people just hit a threshold of like, I can't do this anymore.

You know, and I probably talked to easily 4,000, maybe more consultants at this point, meeting people that are in this space, moving to this space, exploring the space and 600 brands.

And, you know, The story is very much the same.

Like it's a little bit of like, and I did this and I built this and I did all this stuff.

And then there's, there's a moment that comes, which is very much like, you know, either something happened in their personal life, you know, they couldn't take the corporate politics anymore.

They changed the last, it was the seventh time management has changed and then a whole new direction.

So like,