I think it's one of the hardest things, right? Do you think it's working now? And how do you know that it's working?

Well, Beacon in and of itself is, is working well and growing exponentially.

Um, Shelley Sussman and her team have-- and Kevin Lerock, they're, they're a phenomenal group.

I mean, Kevin is-- You've met Kevin, you talked with Kevin, and Kevin's got ideas that I can't even fathom.

And he comes from-- you know, he's, he's the perfect storm for Beacon because he comes from the brand side.

He was a retailer, and now he's on the product.

So he gets a good understanding o-of how it all works.

Is there anything for them that they could learn from motorcycle culture? Because from where I sit, that's a group of people with what I would call ferocious brand loyalty, and it's exactly what every brand on your show floor is trying to build.