Yeah.

A kid tries Rice Krispies over Frosted Mini-Wheats because they saw some cool collab.

So this, like, this race to get to whoever the purchaser is in the family changes, um, the audi- It, it's, everything is constantly in flux, but one thing that I have found is really helpful, and I don't know if this is answering your question, is to, like, get ahead of, like, where your organization stands on topics, right? So, like, it's really hard to not be on either side or to walk the line.

Like, just be true to where you are, have a point of view on certain things, so when things come up, you can be riskier, right?

[clears throat]

No, so All for the Love truly like the work that we did with Never Done, Never Outdone, like the like painstaking talking and the research, the only reason All for the Love happened was because we did that front-end work.

Um, again, understanding kind of the pulse and lines of your brand, and it was right when the National Guard, ICE, like all of that started to become very tense in the city.

And, you know, we're such a convener brand, and we were like, "We need to do something." People are reaching out to be like, "I wanna defend this.