What I'm asking is, are we getting to a point where people don't necessarily feel like they even have to spend a lot of money to look good? And maybe a backup question there is, does brand matter as much as it used to?

So I'll start with the last piece.

Does brand matter? I think what we're recognizing is our definition of brand is changing.

So if you're Coca-Cola, your brand stands the test of time, 100 plus years.

But now we're seeing, to your point, Warby Parker's, these brands that didn't represent anything.

It was a name that was created.

But the marketing appeal, the tagline, the background, the story are so important.

Is that changing? Are we still, maybe from the doctor's standpoint and the opticians and how we train opticians, are we still going for that more premium level sale and then backing down from that? Or do we need to change the strategy and how we approach patients from the beginning?