Let's talk, I guess like 18 months out, what does pricing look like for a brand that gets this right versus one that's like ignoring all their pricing?

One other thing we haven't discussed, we've more discussed kind of the technical short-term thing of pricing, where in effect maybe short-term growth next week for, for, for that point.

But I think kind of the next level of that is also the thinking of how can I predict the season or like the purchase season of a specific product for the next, let's say, eight months? And how can I make sure I have enough stock over that period of time? Let's say you have a kind of a cooling machine or something like that, and then there is this season coming up and you need to really accurately try to predict the n- the next eight months in total to be sure like do you have enough stock or do you have too much stock or not enough? Where are you actually? Um, it's not a, it's not an easy prediction actually because that also depends on the weather and all kinds of stuff.

That's the next step that sets brands really apart is like, yes, you get the short term right, so maybe you're good at making kind of decisions on, for mid-season sale, for example, but then you also have to get it right in the long term.

And that does include like for example, let's say at least in Europe, there's a lot of fashion brands who have too much stock and there you have to think about, okay, I can sell that product in the short term, like at a very low price, maybe even at a loss.

But then you're avoiding that write-off when you have to throw away that product at the end of the season and you have to figure out how much would I have left if I'm selling it at like maybe even 50% discount.

What would I have to write off at 50% discount in eight months, and what is my profit overall over the entire period, including the write-offs? And that's a very tough prediction because you have to predict the eight months correctly, you have to predict the elasticity correctly, you have to predict the write-off and all the cost, commission cost, return rates and so on.

It's too difficult most of the time.