Talk about your share price reveal and how you've tweaked that process.

Sure.

Full credit to Susan, Tim Davidson, Brian Vickers, and Dave Z on pivoting that process this year.

So we use principle as our means to manage our ESOP process.

not so much filings but just reporting and and everybody's statements and historically their paper statements they get mailed to your house so we have the share price reveal which is always a big event uh you know a little bit after or late in q q1 into q2 and and telling everybody the shared price is now x I will say that since they've gone to 100% ESOP, the value of the company has actually doubled from when they went to 100% a few short years ago.

So it's a big deal.

It's a big deal.

wow i want to get back to your culture and your new campaign that you've introduced the a team yes How was it built? Whose idea was it? And how are you making it a real life culture? Sure.