Tell us a little bit about, did I dream that or did that actually happen?

No, I did.

I actually wrote quite a lot about this for a while.

This is kind of like my white whale.

It's like a thing that I want so desperately to try and work out.

It's interesting, right? Because like ELTV is, when you think about marketing, LTV to CAC ratio.

I've done some work with Professor Pete Fader and Dan McCarthy.

So how can you just run us very quickly through how you think a company can calculate a workable definition of this? And then the next question is, okay, how does AI then impact the validity of that method of doing it?