Before we jump into a working session and you kind of go over what you guys do and how we look at this, can you tell me what's changing about like what about the traditional ways is not working anymore in terms of listing structure?

Yeah, I mean, you know, I think the most important concept to get across is like at a high level, You know, traditionally, the way that Amazon was used as a platform was for intense searches and purchases, right? You knew what you wanted, you came on, you typed in a keyword, and you bought your product, right? And Amazon's very good at that, and it was optimizing content on your listing for keyword searches, right? And that game has fundamentally changed because the advent of platforms like NLMs, like ChatGVT, right, where...

you know, they've raised their hand and they've said, Hey, we're, we're, we've created this amazing conversational search agents where I can have a conversation with an agent and, uh, you know, get answers to my research questions very quickly.

Um, and we all use chat TBT or Claude or perplexity, whatever that is.

And, and it's been fundamentally integrated into our day-to-day lives.

Right.

And, uh, yeah, you know, OpenAI, it's no secret in ChatGVT that they raised their hand and said, hey, well, if people are searching for products, why don't we include links to buying products on our platform and start to own that area of research and e-commerce purchasing, right? And so Amazon has, you know, through, through as his hands been forced to a degree saying, Hey, there's a new way of e-commerce search that's happening in conversational search.

It's an example anyway.

What, what's been the biggest surprise for you, Jon? Because managing a dental center to actually almost, and we'll talk about the, the five-star debut that you're, uh, you're sort of on the cusp of this season, like, that is one hell of a jump.

Yeah.

And the...

I always knew, like, it was...

When I was working, doing my other job, I always knew it was just, I could never get rid of it.

Like, that's what I wanted to...

I should be doing, that's what I want to be doing.

And when you do the young horse classes, John, because that has been a big part of, of your sort of spring campaign in terms of getting those that are ready qualified, if, if possible, for the likes of Dublin and, and places like that, um, what, what do those classes offer? What, what experience do they give them that's going to stand them in good stead?