So I think this is a huge benefit for, for everyone.

And they are for sure.

I always...

I, I, I use this example many times.

I give it, uh, from, from marketing, huh.

It's an invisible track and tracing example.

For example, you have ordered a skiing goggle, huh? And now imagine the skiing goggle was individually made for you because you ordered your special color, and when the special color of your skiing goggle came in your box, the box is married, uh, with, with your goggle.

How valuable will this become for brands? Do you see it, do you see this evolving into the most important source of business intelligence and marketing insight?