I love

that question.

I think it's, uh, you know, the accelerant there's things which would actually be, you know, potent accelerators to the model today.

As a result of technology, we'll get to that in a second.

There's also, because of all these things, it also creates a lot more confusion in the marketplace in the sense that when we did the program, it was very hard to get a loyalty program off the ground back in 92.

It actually did require bespoke technology.

You had to build it.

What does kind of modernization mean to you in the loyalty space, especially for sectors that's like rooted in community and things like that? I