Talk, talk us through that and perhaps, you know, given live examples that you have in, in Cazoo and Wise, um, some of the problems maybe where they did reach that and, and how sort of you overcame the chasm.

Yeah, very interesting.

So I, I think two completely different examples.

So Cazoo, we invested from brand day one, which is, was very, very unusual.

So we launched at the beginning of 2020 with, uh...

We had kind of run, uh, marketing, just performance marketing maybe for two months, really, as we were kind of testing out the website, but always had the intention to go kind of big on TV, out of home, radio, everything from day one for, for very good reasons, but that's very unusual for, for a startup.

Um, and the reasons are that a few things from a commercial point of view, we had [laughs] we had a lot of cars to sell.

in the future?

Talk, talk us through that and perhaps, you know, given live examples that you have in, in Cazoo and Wise, um, some of the problems maybe where they did reach that and, and how sort of you overcame the chasm.

Yeah, very interesting.

So I, I think two completely different examples.

So Cazoo, we invested from brand day one, which is, was very, very unusual.

So we launched at the beginning of 2020 with, uh, we had kind of run, uh, marketing, just performance marketing maybe for two months, really, as we were kind of testing out the website, but always had the intention to go kind of big on TV, out of home, radio, everything from day one for, for very good reasons, but that's very unusual for, for a startup.

Um, and the reasons are that a few things from a commercial point of view, we had [laughs] a lot of cars to sell.

Uh, really to make that proposition work, you need a vast range of choice on the website, way more than any other kind of equivalent car dealer.

in the future?