A little over a year ago, we had the opportunity to go out to Kazakhstan and it was an incredible experience just because

you start to see what's happening in other countries.

And in Kazakhstan, they're, of course, closely bordered to, they're right bordered to China.

And so they have a lot of imports coming in.

They're bringing in those vehicles legally.

The most interesting thing that we saw is we saw All of these vehicles that were Chinese vehicles that we believed to be only EVs, they're as gas vehicles.

And so when we look at the Chinese threat for profitability, when they look at the US, they're not just looking at the US as an EV only attraction.

What are the three topics that you chose?

W- What does that mean to you, Kyle?

So what's so interesting to me in, in retail auto is that every conference you go to, every LinkedIn post, every single thing is targeted around the marketing effort, right? We talk about CDPs, marketing automation platforms, what m- m- marketing tools are available, the, the communication, CRM.

Everything is, the communications are all around marketing, yet the decision, the hand, the, the, the bag is held by someone that's full-time job most often is not that, right? And so we put so much energy around customer acquisition or cu- customer life cycle marketing in the communication within the industry, but then we put one person in charge of 13 rooftops to handle 100% of customer communications, content creation, uh, managing the internal teams, the internal communication-

It's tailored to them.

Yeah.

So to that point, f- for sure, the DMS, the CRM, your marketing automation platform, your CDP if you've gotten that far and built that, already has structured data.

W- the, there might be arguments like, "Ah, the DMS is messy, the CRM is messy." Yeah, it's messy, but, like, there's already great structured data in there.

Your service drive, all of your transaction data.