And I would love to hear how you think social commerce has evolved over that period of time.

Yeah, that was an amazing experience.

So I spent a few years at Amazon and was then contacted by the chief marketing officer with the crazy idea to launch a social commerce, which it wasn't coined social commerce at the time.

in 2017.

It was more just shopping online, shopping live for NBCUniversal.

And that truly was groundbreaking in that a major broadcaster in NBCUniversal wanted to make shopping at the moment of inspiration truly happen.

And as you said, this has been the dream of brands and marketers and television networks to where if you watch a show that you really love and you see an actor an actress wearing that dress or that suit to be able to take out your phone scan it and then be able to shop immediately has has always been a dream so I was part of the founding team to build that technology and that go to market and and I think it was really transformational at the time You know, no one had really been doing it from a sort of a major broadcaster standpoint.

got to get rid of the stock, right? Like you got to get rid