And what has led to the rise of dupe culture? I'm reading about it virtually every day.

So I feel very strongly about this, and I'm always talking about it in my legal and non-legal worlds.

It's a very interesting societal change that I think we've seen over the past year.

So I am a lawyer.

I am not a marketer.

I am not a sociologist.

But in my opinion, social media and influencer culture changes.

Caitlin, where do you see dupe culture heading? Is this a trend that plateaus or does it fundamentally change how brands operate?