What are the opportunities and the challenges in having so many different formats for delivering these sorts of things? And are there formats that you find consumers are gravitating towards over others?

Yeah, there's a lot there, Lindsay.

I think format's very important for probiotics.

I'll start with just the viability of the actual probiotic strain.

So probiotics are living organisms that they're not very shelf stable.

So I think the right format when we think about supplements is really important when we think about probiotic supplements, because again, shelf stability and viability will be key.

So some formats that have less moisture or less processing, lower heat, tend to result in a better end result for the pet in this case because there's greater viability.

Are there any avenues that VetNIC has found particularly useful in educating either the industry side of things or the consumer side of things? Like, where do your people hang out? Is it social media? Is it just making research available on your website? What are people engaging with these days?