Where did you see the hole in the market or the need for Riddlewood? And tell us about the strategy of you going ahead and deciding to build it and Maybe you can walk into like, what does strategy look like? Like be specific.

Okay.

So I've been to a whole bunch of conferences and things like that.

And I had a whole bunch of friends who are business owners and everyone was sort of saying the same thing, which is it's sort of really lonely here.

I don't know.

I have friends I can talk to.

My family doesn't understand.

And it suddenly became this very huge thing for me to be doing.