Why is that sort of strategy work better for you as you think about seeding, as you think about creators?

Yeah, it's a golden question, and not every brand should use the same playbook.

But I would say in the early days when the Mac OS updates happened and we had all of our Facebook and meta-advertising kind of drop in efficiency, We had to redesign how we move forward.

So we did in the early days use more costly influencers, the macro influencers that had millions of followers because it was lower cost and we could get a guaranteed ROAS.

As we've gone further into the brand, we're now pushing the brand ahead of Those names because our credibility is already established.

So we can go to the micro influencers.

Then we can speak more granularly to regional plays and local celebrities as opposed to national.

You know, you have other brands, but what's next for GIM?