Mm-hmm

... and we've seen a lot of change in that time, uh, back when nobody was talking about tax planning.

And of course, we're seeing some bigger players come into the marketplace, but what happens is really what happens in the mind of the clients as, um, the messaging gets more exposure, right? There's a big problem and a danger when clients think tax planning means software output.

When that's what their impression is, they expect software pricing.

And so we s- we're seeing the commoditization of tax planning, right? Um, when we see some big players call what they sell tax planning and sell it for $97, for example, then your $10,000 plan is suddenly compared, and people don't really understand how we're different.

Mm-hmm.

It's really about positioning, and so I encourage everybody listening to this today to ask yourself some questions.

You know, are you clearly different from your competitors who are offering planning? And the competitor could be Google.