the other people away so so the only way i thought of adding friction was obviously the form but you're saying there's kind of three steps can you just talk to the ad yeah the form um and then the pre-frame

Yeah.

Let me give you an example.

So we start working with this guy and he sells to people that, well, he didn't know who he was selling to.

He's like, I don't know.

Nothing's working.

There's no niche.

do your...