What was that? Yes.

Yes, that's a really good question.

I believe it was at the time where e-commerce is taking off, a lot of retailers are starting to expand their categories.

But I know what stood out for me was personalization and being able to incorporate massive amounts of data to personalize the results.

meaning this is a many-to-many analysis, meaning the many types of variables in our hair strands map to the many type of variables in products.

And I actually saw this being done in other markets, in other industries well before this.

So I think it was just a matter of having the foresight to know that eventually technology is transforming every industry, right? So we had already went through the ride-sharing transformation with Uber and Lyft now leading the transportation category.

to you the individual we're getting down to the you and so my question is then for people who are building for us how fast and convicted to use your words do we need to be in order to be competitive in the future because it's to the individual now