What, what does that actually mean? Like, how does that change how you run the company as opposed to others that might not be in the business of agriculture?

Yeah.

I think so many fashion businesses are shaped around when their product drops.

So, you know, if you, you think about winter's about to land, and you think about your winter wardrobe, and then you'll go and buy a coat, and you'll buy a knit, and you'll buy a base layer, and you'll buy a couple of new pairs of jeans for winter.

And we were training our customer to buy around two big fashion moments which would coincide with our catalog.

So our catalog launches in autumn and winter, and then in spring and summer.

So what that meant from a, in a traditional sense as a fashion business is all our product landing at one time, running a traditional marketing campaign, sending out a catalog, and then waiting for the calls to come.

[laughs]