Can you give an example of that?

Yeah.

The, the, the big example would be how, uh, I forget what it's called, No-Spend Friday, and, uh, it's around the Black Friday area, and it's trying to get people to not spend on that day.

And the concept is we're addressing the fact that people overspend on Black Friday.

And of course, the companies don't like this, but it's, uh, a counterargument is what if we just didn't spend that day? And that's the, the, the most mainstream area where the spending window has any traction.

But it might be, you know, you notice, "I'm spending a lot on Friday nights or Saturday mornings," or something like that.

So you just say, "You know what? I'm gonna try it.

What's the marketing equivalent of what you had in a day train- trading environment?