Mm.

And I said, "Hey, guys, you both now have hybrid online platforms, so now I'm not just competing with the brick-and-mortar down the street, I'm competing with you.

I have always performed for you.

I've always had double-digit numbers of bikes in your demo fleet.

We have always done brand-specific events.

I have ridden your bike and said I ride your bike.

My sales manager has said, 'I've ridden your bike,' and ridden your bike.

Those environmental factors you just mentioned, were those the things that you were looking at from a 10,000-foot view that led to the decision to sell the business, or were there other things that, more, more personal things at play?

Mm.

Right? And, like, we were a niche, high-end, enthusiast shop.

Now, all of a sudden you've got companies that went direct to consumer during COVID that had never been direct to consumer before.

You had more people selling and buying bikes online, including their previous technology, meaning, like, I'm a rider, I'm gonna sell my bike on Pinkbike or eBay or, you know, Facebook Marketplace or whatever.

What we saw is we saw a lot of our m- male, identifying male customers come in being like, "Hey, I bought this bike online, would you guys, like, overhaul the drivetrain for me?" Right? Or, "I bought this bike online, can you guys help me set the suspension?" Right? And so you would...

I feel that we had a lot of, we had a lot of male customers who felt like they had enough knowledge that now the experience of demoing was less valuable to them in comparison to how much money they could save buying a bike online that was being clearanced out by a big manufacturer or being sold by someone in a secondary market.

And so everybody has this personal utility function.

[whimsical music]