How have you diagnosed that loss of relevance with the brands that you've worked with, and what did consumer feedback reveal about what people actually valued?

Yeah.

I mean, so much, um, in there.

I think, you know, one of the things that gets challenging, especially in the world of retail, is, um, that it's a very easy, slippery slope to get on, where you start with a discount, um, you see the imp- uplift that that gives you in sales.

Um, you wanna repeat that maybe the next year, and so you do another one.

Maybe it's even month over month or even week over week.

You're suddenly now you're competing against this additional volume that the sale and the price, um, brings you.

Like, I would love to hear your thoughts on that.