You can't put a price on it.

I'm so, I, you know, and I, sorry for jumping in and interrupting you, Matt.

Jump in, I want you to.

This is, this conversation has happened throughout the existence of sustainability, even as a field.

And the The fact is, business exists in a context where the environment and the people involved in capitalism have not been included as a cost.

And so it...

if we are to exist within capitalism, we are also going to have to basically acknowledge that those pieces are left out of the typical ledger.

How do you really, how do you pick which bits to focus on when you've probably got lots of evangelists going off wanting to do all of the things as well?

I'll

have it.

I'll take it.

In 1993.

You can, in many cases, make money on your Def Leppard t-shirt now because there is an entire e-commerce market that you can be a part of.

Bravado, which is our merch business, is in the business of making the belonging experience of being a fan tangible, literally touchable and wearable.

And that is something that we don't want to give up, even though the most sustainable merch you can make is the merch you don't make.

So we're doing a lot of work on this in terms of the spheres of influence, but I'd love to hear about how do you even just write it all down? Do you have like a big old Excel where you list out all the different things you're doing with the different artists? And do you have any way of thinking about putting a calculation against it?