Relatedly, so how do you, this may be a math question, but how would you say, you know, how does the ACG, how do you measure, you know, the impact of all these, the success of these efforts? Is there a way that you quantify it or measure it? And how does the ACG think about things like impact, progress, where to focus resources based on, you know, this is working, this is not working, this could work better and all the things you just described?

Yeah, I think demonstrating kind of ROI in an anti-counterfeiting strategy or demonstrating impact is something that is really challenging because there's a lot of different metrics that brands will use.

They'll look at things like how many products have they seized in a year? Like how many listings have they removed from platforms? How many websites have they taken down? How many border force seizures have there been? And there's all these kinds of different metrics, but arguably that could be a good thing or a bad thing.

It could mean that there's an increase in products coming in, or it could mean an increase in law enforcement targeting the products coming in.

So it's often hard to really understand what that metric is telling you about the scale of the issue for your brand.

So I think it's about looking at a number of different factors.

I touched on the fact that I think it's really important for us to be more preventative in nature.

So what would you say gives you most optimism about that global fight against anti-counterfeiting?