I mean, so was he essentially a magician? Was he a hobbyist? Was he a professional performer? Or was he just like a businessman who saw a niche market?

Yeah.

Yeah.

It's a pretty interesting story, actually.

So Murphy's was founded in 98 by my dad.

But prior to that, Mike Maxwell, if you're familiar with the name, ran A1 Multimedia and he did his own retail.

Mike Maxwell is actually my uncle.

So like the likes of yourself and your father, like how do you decide what to bring in and what not to bring in then? Like not having that magic background, how do you know like what is a good product, what's not a good product? Especially in the early days when you maybe didn't have that massive team behind you or...