Coming from what Thomas has said, enabling those stories direct to consumers, are you seeing any seismic shifts or any challenges? Definitely, because I think you've got one

behemoth retailer that actually there's not necessarily a story, but there's ultimate convenience.

And the way of separating brands like to separate from that is with a story.

And there are great brands, you know... you know, Jim shark is an example, you know, ultimately, you know, he's a guy that just loves going to the gym and actually just decided naturally kind of the Appalachia was just not fitting.

Right.

And, you know, wasn't the kind of stuff he wanted to wear at the gym.

So it started making his own.

It's very easy.