an

absolute disaster.

And what we learned from that was, I suppose, it wasn't a commercially savvy way of doing this because of the fact that it was a new brand, a standalone brand.

No one had heard of it.

It didn't have the trust behind it.

We would have had to build it slowly.

And I suppose as we were doing that, a couple of other big brands came in and went... boom, we'll just use our brand.

and think, yeah, that's totally wrong.