And so viewers would like for you to expand upon your position on Unicum Masses.

Sure, Louie.

Yeah, it's been a hot controversy for probably 20 years since really I think the year 2000 or thereabouts.

Prior to that, it was a non-issue, was only pushed by the Garadians, as I mentioned last time we spoke about it.

And around about that time, some other people sort of adopted the view and then it became a hot controversy.

And it's very interesting because the people who hold that view, that you can't go to an unical mass, they hold it pretty fiercely.

And when I answered the question last time, my main purpose was just to put those people back in their place and let them know because they wouldn't know the history of it.

Do we know anything about that?

What, as a, what as a buyer do you like to see from a data perspective?

So from a data perspective, I like to see what their current velocities are in similar stores.

So if they already have distribution on the East Coast per se, I wanna see what are they moving on a units per store basis.

If they're in my territory and they're with some of our competitors, I want, you know, to see what are they doing with our com- competition, and then I want the brand to have taken the time to consider, like, the size and the scope.

If you're, like we talked about last week in the comments thread, if you're giving me air one data, like, I don't wanna see you telling me you're moving 30 units per store per week, because you're gonna now be competing in a set that has 10X the amount of SKUs.

So just being a little bit more realistic with your data.

Um, and for existing brands who are trying to get, like, their third or fourth item in, um, I want you to show that you really understand your current performance.

Um, so what are your thoughts there?

Yeah, it does.

Well, it's funny because John and I were talking about this before you rocked up and – you know we're both reservists yeah and you know when you think about we're talking here effectively about transition and transition is a transition of identity first and foremost but it's also a transition of culture and community yeah and so you know from from our perspective becoming a reservist means being in uniform is not your only priority And that's the key sort of thing here, what you as an individual prioritise.

And when you're in that culture and that, you know, pressure cooker of high-performing athlete in a sports club, mate, you've been paid a shitload to prioritise that.

Yeah, yeah.

That's the whole point.

Yeah, yeah.

And it's been really good to see the culture change to go that, like that knife edge that I was talking about, the edge has got to be really keen, but the knife has actually got to be solid to support it as well too.

I guess as a psychiatrist, you've seen these tools and you use them.

[laughs]

You know, you, you think you might know, but you, you really don't.

And internally we talk a lot about one, one, you know, uh, one-way doors and two-way doors.

There, there's some decisions you've really got to mull over, and we were th- when we decided to think about the US, we, we spent a lot of time thinking, "Well, we've got to...

We're gonna have to put a, a, a warehouse in the US.

We're gonna, you know, to, to, to, to fulfill the demand properly." And so, you know, spent a lot of time.

It's a proper, it's a proper one-way door.

Um, are, are there any other geo- um, geographies that you kind of considered after the tariff announcements?