How do you structure the fit? What's the actual fit? How do you want to engage? How do you want to be involved, ownership, all of it for which business?

Yeah.

I'd say our process, our investment process really starts from a top-down thematic.

So we're sort of saying, all right, where is their long-term durable tailwind so you'll never see us in a frontier market where let's say it's a single ingredient that's really starting to take off or even a single positioning so like keto you know is not something that we would know the salience curve around so we'd steer clear of that but underlying keto is this long-term pervasive trend toward higher protein that has different monikers, like it's been Keto, it's been Atkins, but has been sustaining, that is something we can back.

And so then for us, it's all following the thread within a value chain to say, okay, is there something on the branded side that we think is a defensible and durable enough mode, then great.

Like that fits really well for what we do in brands like an Olipop or an Archer or Chewy, where we're putting capital to the balance sheet and we're really backing a founder's vision who we know can execute on it to go be a category leader.

Oftentimes, though, there are instances where we like the end market space.

we've