What made this the right time to strike there? Truly,

a lot of people are thinking about D2C as very black and white.

It's not.

D2C in the early 2010s was about that very, very clear and almost exclusive focus into building a very strong website, sometimes a couple of flagship anchors around it.

But that's not the full story.

The full story is it was that to serve talking to the customer directly.

And being direct to customer, I think, is not just about sending your products straight from an e-commerce website.

Is it also about the fact that, you know, this is a category where there's not a ton of repeat purchasing, so people don't always buy a new suitcase, right? Is that part of the strategy here to really stay top of mind to consumers?