I want to get into that a little bit more, but before I do, I'm kind of curious, what did the competitive landscape look like in the early, early days? What were the options that were out there and how did you differentiate back then? How were you trying to build that better mousetrap compared to what was there? And then we'll fast forward to how is that today?

So I think I can sum a lot of that up in our first two catchphrases.

The first catchphrase was for integrators by integrators.

And the second catchphrase which has lasted the longest, which is speed, compliance, and support.

The very first one, I mentioned that When we got in the industry, there was still a lot of companies using multi-part carbonless forms, handwriting stuff, okay? Why? Because it was hard to actually connect that I-Series to a Windows solution to all of these other things that were sitting throughout the IT stack, right? And you'll note that we're very IT centric, right? We started technically and we continue to have that at the heart of what we do.

And so that ability to look into a MAPIX or a BPIX to pull order information, to go to, and I forget some of the earlier WMSs, but go to a WMS to pull inventory information, write all the tracking numbers back, prevent people from having to hand type in.

We still use a phrase today called doc tab, right? And what that really was, was a peel away part of the bottom of the label, which had the cost, the tracking number, so that it would go into, the data analysts or the data entry folks, and they would hand type in tracking numbers so that the sales folks and the customer service folks would know.

But what does that look like today? You know, in the pro ship that exists today, what is that ideal customer profile?