So what's innovative about your

approach? 100%.

I mean, we've got some installers that are seeing over 150 times return on ad spend.

So they give us a dollar and we give them over 150 back, right? And the main reason for that, I think, is that we weren't afraid to completely buck the trend on what everyone else was doing.

Everyone else seemed to be running discount ads, pitch price ads, be solar, bait and switch kind of advertising angles.

And it was a real shame because you know yourself, installers work really hard.

We know that much.

Is it true? And what was your thinking that went into that?