And who better to drive an emotional connection than another human rather than another algorithm or a computer service point?

Exactly.

And I think if you talk about amazing service when it comes to The collision of a category and an emotion, the best service category in retail at the moment is 100% beauty.

And there's so many beauty retailers who are getting it right because they are bringing together the human element, the emotion, the AI as well.

And they're bringing it together holistically on the shop floor in a very, very interesting way.

You've almost got this sort of three-pronged thing going on in beauty service, which is why I think so many of them are getting it right.

The first is around, I guess, the human and the machine.

Where does service kind of land there when you're trying to, I guess, appeal to children and potentially parents at the same time?