And we've found that to be quite informative.

Yeah, on our side, pretty similar to what John just shared.

We have what I would call four pillars, not five, but we have the pixels and vanity URLs, kind of one pillar for me.

These are the daily steering, as John said.

We also have a, how do you hear about us? It's an optional field.

We are a lead gen based company.

We talk to a million people a year.

If you're running an always on incrementality, um, it, it, it comes at a cost and, you know, we're, we're constantly holding out about 10%, but we find that that's going to give us the greatest measurement, the greatest true halo impact of any given channel.

And also along the way, you know, one of the things that us parents definitely can struggle with is just how to, you know, parent a kid who is, you know, playing sports without... overstepping boundaries, you know, and this isn't a psychology session, but more like, you know, were there any things that your family, your parents did that like worked really well for you? Were there things that, you know, didn't work well for you? You know, I would love to hear just all about that and your path.

Yeah.

I mean, like you mentioned, was born in Ottawa, kind of, you know, grew up outside of Toronto.

That's where I would have kind of started, um, you know, got skates on for the first time.

Um, my dad, you know, my dad played beer league or whatever.

He never, you know, he just played for fun, never, never at a high level competitively or anything like that.

And both my parents, Canadian, you know, they both would have grown up playing on ponds and stuff like that.

And we'd love to hear the same thing about jumping from Shattuck to you know to collegiate hockey but if you could just give us a little insight into like what that was like you know were you did you feel prepared for what was about to come your way on the ice or was you like a fish out of water like what was that transition like for you and then obviously please continue on with the collegiate stuff

I

don't know if I can say bullshit.

You can, let it rip.

It is a lot of bullshit.

The pressure was put on us right away.

Even the good people were on us.

Like, get them out, get them out, get them out.

But when he signed up to be mayor, he had no idea what he was getting into.

I

don't know if I can say bullshit.

You can, let it rip.

Yeah, it is a lot of bullshit.

The pressure was put on us right away.

Like, even the good people were on us.

Like, get them out, get them out, get them out.

But when he signed up to be mayor, he had no idea what he was getting into.

He read me a text he got a week before the election.

I hope and pray our community will continue with your leadership.

If it goes right in town, we will heal all together and make Richmond great again.

Bored that from the last few words.

Thanks again.

From Trump, I bored him.

And he laughed because he knows whatever.

Here he comes! Yay!

Yeah.

It's just you can't do the math and take it out of the price and suggest the person can, anybody can buy it for that price.

So it's, look, this is not impossible, but it is definitely a sea change in the way that most dealers advertise their vehicles.

'Cause, look, I mean, I get it.

You wanna be, when somebody comes to your website or when someone looks at one of those inventory listing sites and searches by lowest price or whatever, best deal, quote-unquote, whatever it is, you wanna be at the top of the search results, right? So everybody wants that, that top-line lower number.

Um, and I think, you know, some dealers were going a little too far in, in, in burying fees and costs.

They're, they've announced, "Hey, we're tightening the screws and we're gonna..." And, and they said, "We're bringing these enforcement actions and we're bringing more of them if you don't do the right thing." And so-

Right

But when he signed up to be mayor, he had no idea what he was getting into.

I've lived here approximately 35 years, and I'm the mayor of Richmond for the last three and a half years, and I took on a job thinking it would be just a perfect setting and just do some really good budgeting and bring in some new things with the townspeople, whatever.

Richmond wanted the cult out, and so did Brad, but he wasn't sure what he could do as mayor.

If I wouldn't have been mayor, like I'm a hunter fisherman.

I go out.

I don't scare easy, whatever, and I didn't have no kids here.

If I'd had kids here, I would've been worked up, and I'd have went over there and probably kicked the fence down.

But when he signed up to be mayor, he had no idea what he was getting into.

I've lived here approximately 35 years, and I'm the mayor of Richmond for the last three and a half years, and I took on a job thinking it would be just a perfect setting and just do some really good budgeting and bring in some new things with the townspeople, whatever.

Richmond wanted the cult out, and so did Brad, but he wasn't sure what he could do as mayor.

If I wouldn't have been mayor, like I'm a hunter-fisherman.

I go out.

I don't scare easy, whatever, and I didn't have no kids here.

If I'd had kids here, I would've been worked up, and I'd have went over there and probably kicked the fence down.

He read me a text he got a week before the election.

I hope and pray our community will continue with your leadership.

If it goes right in town, we will heal all together and make Richmond great again.

Borrowed that from the last few words.

Thanks again.

From Trump, I borrowed it.

And he laughed because he knows whatever.

Here he comes! Yay! Thank

Brad tells me that he hopes to turn September 3rd, the day Romana got arrested, into a local holiday to commemorate the occasion.

I said I'd make a new policy that everyone that lives in Richmond and area, we have a stat holiday for them people and they have to get paid by the companies and they probably would pay

Brad feels like he's getting his home back, the community he loves.

That's the feeling.

That brick has been taken off our chest, each and every one of us.

And our kids are free to play and they'll be at the park and everybody's face will have a big smile on.