Yeah, of course.

And so, and I was tossing them out, and I was like, "This feels so wasteful and not in a line with what, what I believe." And so I wanted to find alternatives, but everything was either packaged in plastic or...

And then I learned about all of the harsh chemicals, artificial flavors that's in just regular toothpaste.

So it ended up being this, like, huge, like, expose of myself in life, like, being like, "What is toothpaste? I'm using it twice a day every day.

I don't even know why it needs to be in plastic, why it has to have all these ingredients in it, and what can I do to make it better?" And so it started with, like, just kind of those questions and then ended up buying, you know, different ingredients.

I started talking to dentists and to hygienists, being like, "What is toothpaste? What does it actually do for your teeth?" Took some online chemistry classes and then started putting different powders and different liquids together to eventually make our toothpaste tablets.

And, um, I originally didn't want them to be toothpaste tablets.

Sure.

What has changed for you over the course of growth in the business for you?

You know, I think when you are starting your own business and it's your baby, you care so much.

And what and you'll sometimes and what I did is I assumed other people cared as much as And no one needs to care about your business as much as you care about your business.

That is a totally unfair expectation to have of anyone working for you.

But I think there's a really important... kind of arc that I made as a founder and a CEO where being able to really have the hard conversations drive accountability and not kind of run it as a social club.

I think at first it was very much like, we're here to save the world.

We're on this mission.

And what's becoming table stakes now that Byte once owned? What does that look like for you?

And I guess I want to know what happened.

Yeah, so I feel very lucky that we're still one of the ones hanging on.

We're still D2C.

We're still sustainable.

But seeing Everlane and Allbirds and just these epic companies that had such amazing messages just kind of – going the way that they did, I think that there's like a number of reasons.

So, you know, one thing I think is that it's harder and more expensive to run a business, right? So I think we'll probably be talking a little bit about tariffs as well as even the fact that we're still made here in the U.S.

and also consumer sentiment.

Well, so let's dig into that a little bit, because you say consumer sentiment, and I hear that thing that I talk about all the time, which is, you know, consumers are cranky, but that's not what you're talking about, right? There was a definite sort of change in the way consumers looked at sustainability.