How what was it like doing from the beginning? How is it like today?

Yeah, I mean, luckily, in the early days, I knew a handful of investors where I'm like, all right, give me a shot.

I'm going to do this.

And yeah, they believed me.

And so our first box had 10 people.

And then from there, it's largely been word of mouth.

Yeah, like I mentioned earlier, I'm not a great marketer.

Yeah, I

I think it's

important to have a specialization and go deep.

Not to say that generalist investors can't do well, but like the saying goes, in any given year, there's really only about 10 companies that matter.

And so when you go deep on an industry, I think you have a better shot at seeing and potentially investing in those 10.

I love consumer for, I mean, the main reason is I just love the psychology behind building a consumer brand.

Especially with the age of AI now, I do think the space is poised to be a bright spot in the VC sandbox.

And we all have to eat, drink, wash our hair, clean our houses.

And Brian, diving a bit deeper into this, what is the profile of a consumer brand that strategics are actually hungry to acquire right now? What do they care about most and what will make a brand unsellable regardless of how good the product is? That's a tough question.