Can you speak a bit about that?

Yeah, absolutely.

So, you know, my background has 0% to do with CPG or skincare or sunscreens for that matter professionally.

But when I was a little kid, actually a little bit before, my dad was a pediatrician working out in Gail Schoenfeld's office in East End Pediatrics, which I know you're familiar with at some point.

And he had an idea and it was to make a watch that told you when to put on sunscreen.

So turns out that was a terrifically bad idea.

No one cared.

But why did you believe that, I know you've said the word disruption a lot, that this disruption could happen and you could lead that?

Yeah,

and I have a slightly more aggravated view of this than Mark does.

But I mean, my view comes of this from probably me being 28 and living on social media a hell of a lot more than Mark does, although he does have an Instagram account now and we do DM.

So he's entered the world of social media now.

But the reality is, and I know this well for sunscreen.

I don't know this well for other skincare verticals.

But...

Was that your experience?