Can you build on that at all? Um, what, what do you feel there's a non-endemic opportunity, um, within onsite at all?

So maybe let's start w- with the whole overall perspective from an advertiser and, and one would say, "Well, you can advertise everywhere.

Why would you wanna advertise around or in a grocery store? That doesn't really make sense." And I say, "Well, yes and no." Uh, first of all, um, there's quite a few people that are nowadays unreachable by, by other means of media.

Um, it's super hard to reach them via, uh, uh, TV, it's super hard to reach them via social, et cetera, et cetera.

Uh, and in order to get them, you need to get them where they are and, uh, where they form everyday purchasing decisions, and, uh, that's at, at, at a store, right? Um, th- then the second question is the question of reach, um, because if you are offering or if you are e- giving your, your offering, uh, to non-endemics, then you will, you, uh, have a bro- broad array of customers.

With, with us, with REWE and Penny in Germany alone, it's, uh, over f- 40 million customers, uh, who, who visit us every, uh, week.

Uh, so that's, that's absolutely massive.

[laughs]