It's like, we can have a

brief on Monday, we can launch on Wednesday, we can measure on Friday.

And when you think about that power and then being able to show that proof of play, proof of performance all the way down to iROAS in real time, there's just really not a medium like it, especially when you're talking to 90 plus, well, depending on the percentage, 85 to 90% of the audience of your shopper.

Everyone hears it.

You can't avoid it.

And it's a great way to interact with the shopper while they're shopping.

So it brings a lot of benefits to the entire enterprise.

Yeah, I was just going to, we randomly go into stores all the time and ask them about what does the music mean to you? It's like, man, this keeps me motivated all day.