Um, so why not just use conventional supplements? So where, where did the differentiation come around?

It came e- about, you know, through a lot of R&D and, and, uh, just looking at what was available in the marketplace.

Um, by the time I s- I had kind of started the, the business R&D process, I landed back in the US.

There's always a girl involved in the story, and I ended up marrying an American, which is why, h- why and how I ended up in Los Angeles.

Um, but, uh, you know, I, I came over here and I started looking around at what existed in, in, in the marketplace.

And at the time, you know, chews, which continue to be a really preferred format, um, were, were very present, and lots of fortified ingredients being thrown in there.

And I gave them actually to both of our dogs at the time and, and trialed them and, and, uh, you know, just a couple months in, they stopped eating them.

And- and this is, I think, this body as an interconnected system, um, and, uh, and are there, as you have gone through this journey, Colin, do you, do you find-- Ha- have you learned of systems that you think are perhaps undercompensated for or under-cared for?