What are you seeing, you know, kind of from your point of view on those channels?

So first of all, Larissa, I want to say kudos to you guys for taking PR and putting it into a corporate marketing fund because then it doesn't come out of a lead gen source and it doesn't come out of the brand fund and you're using it for consumer and friend dev.

So that's one of the smartest things I've heard from a franchise brand in a really long time.

So good job on you guys.

So I think PR is really hard, like especially in FranDev.

You know, I don't know that it's an every year approach for franchise development.

So I love that you're kind of using it as a rotating source for the brand in its entirety.

I'd love for you to expand on that a bit.