was going to say, did they find you or you found them? Is this another like church? That's

a great question.

They, Ross made friends with a, with a colleague of mine at Procter and Gamble and it ended up at a, at a coffee session.

And I would say there's, there's some spiritual nature to that.

But it was just more of a, an outsider view of, as I got to kind of watch from the sidelines of harvest group over the years, um, until, uh, and they've actually even, um, brought me in as one of the, the few in Northwest Arkansas that knew anything about.com, uh, just to help like, what should we do? Which we, should we go build an office in Seattle or how do we, how do we think about e-commerce again? We sold a lot of, we supported a lot of brands that were consumable and food items that just didn't sell much digitally.

Okay.

So as they're trying to place their bets going forward, they pick my brain.

Coming from commerce, coming from being a brokerage firm, bringing in a mark as an entrepreneur, where do you see this merger between commerce and brokerage firm into becoming a holistic commerce media and commerce function agency? And is that a dynamic that was sort of an obvious thing for you guys? Or did you have to introduce media more? How did that come together for you?