Is there someone who perhaps told you that you could, you can do this?

Yeah, I mean, my dad is one of those dads.

He's like a proper dad.

Like he's, when I told him like, oh, you know, I think I'm going to go and work for Ladbible.

And he's like, who are they? Are you getting paid for it? And I was like, no, I'm not getting paid for it.

But it's a great opportunity to build my brand and get some experience in this space.

And he's like, don't you have a proper job? You know, like absent and fair point, different generation, but he was so like, he's very risk averse.

So how do you think about loyalty? How do you build that loyalty? Um, and how have you built it over the last few years?