Is it about like having them share more openly their learnings? Like, how are you thinking about that alchemy?

Yeah, it's an interesting question.

I think, you know, in the beginning, it was really about understanding and building the base and just watching to see what happened.

And I think somewhere along the way, and I didn't expect this to happen.

I sort of, I knew that the people in our space were great and being in person, I'd felt that, but I didn't have a full appreciation for the ways that the leaders on the brand side had to operate until I started Cardstars.

The level of testing, I mean, like you're talking about incrementality, they're just a discipline.

The rate of learning that they have to keep up with and just the lack of ego.

Like, I'm curious for kind of your journey, your path, like how you guys are so effective.