What did these kind of two surveys, what did they surface about loyalty? Are there folks totally nailing it or is there another like divergence there?

There's another gap I would say it's short, but To your point, and I think this is a good segue from AI and personalization into loyalty, is that as both organizations and customers or consumers use AI or rely on personalization to help them make decisions and make their experiences feel more relevant, A layer of a loyalty or rewards program that is sort of branded to your own organization is really important to help build long-term relationships and kind of deliver on that value.

One of the challenges is those that everybody, I mean, everyone has a loyalty program, right? It's like 99% of brands we surveyed, they offer a loyalty program.

And 80% of customers belong to more than one loyalty program.

In fact, I lead our loyalty practice as well.

And one thing that the average US consumer is a member of over four, it's like between 14 and 15 loyalty programs, but they're only active in four or five of them.

So it's like you are fighting for some headspace there that I think is really important because one third of consumers are much, much more likely to buy from a brand whose program they they belong to.

or is it bigger companies are pulling away or is it the disruptors are, this is a way they're disrupting, a dimensional that they're disrupting on?