Um, what did you see at the dealership level that made you think, "There has to be better ways of doing some of this stuff at dealerships"?

To me, it's all about connecting with the customer where they want to be met.

So if a customer wants to start a conversation on your website, via email, via a social media platform, is the dealership ready to have that conversation with the customer? So when I started back in 2011, I mean, everybody had a cellphone, the meta platforms were quite popular but we didn't have TikTok, maybe Snapchat was just starting to come alive.

And you kinda laughed at, you know, I remember the first car dealership to open in the metaverse.

And we were still in this period, certainly from my perspective, of well, you can't give the customer any information over the phone because they're just shopping you.

So you really have to sell the appointment if you're not in front of the customer to bring the customer into the showroom, and then from there you can present them with their trade-in value or a lease price or more information about the vehicle.

And I thought that that wasn't gonna be a sustainable model going forward, and that potentially one day we're gonna see a real disruptor enter the automotive space.

Yeah.