So what separates a real claim from a marketing claim, if you will, and how should a buyer suss out the difference?

Yeah.

So you, you said the word right there, verified and/or certified.

So regenerative could mean a million different things, and there's no one clear definition at this point.

But if there is something that is verified or certified, it does what regenerative is supposed to do, which is ultimately have improvement over time, and there's a third party that is watching that.

So someone could say regenerative, but if they're not verified, they're not actually showing that they're making those improvements over time.

And while the North Star golden seal is Regenerative Organic Certified, there's a, a bunch of others that are coming out, and there's also ways to, to go about it that are beneficial.

Yeah.