And it's driving us to look at solutions that we might have never done before.

Yeah, yeah.

The code, though, in the marketplace is asking for more and more external insulation, more and more insulation together in the assembly.

So while this double wall is still new in the marketplace, what you all did is... invite the topic to be done in a sequenced and simple manner.

That whole line about these carpenters put it in this way because we've had the painstaking process of stacking the insulation before.

Let's let our framers be framers.

That simple approach Otherwise, you could sit here and say, double wall, double wall, and make this so daunting.

Right, I do work with an incredible fine carpenter.

Which fundamentals of building science would you say are gaining traction, and which still aren't consistently making it onto projects?

I'll say a small story in front of that first, that if I didn't mention Steven Baczek in my response here, he'd probably rib me later.

He would tell me first to say that building science is happening whether we apply it or not.

So unfortunately, inside of the world of building science, people use it as a marketing thing to say, "We're doing building science on our projects." [laughs] It's like the best example ever is the first time two-by-fours are put together, building science is there.

So if we come from the state that that's that, then I'll say that I wish, I wish, I wish the first step was control of bulk water and control of rain and the applications of flashings.

And I would say in the market, that's still incredibly underserved.

We have accessory products in the shingle world and often unnecessary complicated designs in new construction that are not setting the building up for success, that don't have overhangs, and we're choosing aesthetics over maybe a utilitarian way of building and thinking of water.

How do they prioritize making sure they have the right expertise and at what stage? Where should they prioritize?

Now, why is that dumb, Mark?

[laughs] Um, I- historically, uh, basements and crawl spaces are gross.

And if we're now moving our air through that to the spaces we're living in, we're taking gross situations and bringing it to where we're trying to be relaxed and comfortable.

Why, why, why are we doing that?

Yeah, that's right, not even a year old.

It was a newborn.

Uh, they had about six kids, uh, all athletes.

Um, house, by mistake, the builder got like a, a .9.

Yeah.

That's been several years.

I, I worked for some manufacturers for a bit to help them launch their products, and I love the trade shows and the education and delivering a product to the marketplace.

Uh, it's fun inroads because everything is new and uncharted, but throughout that, uh, you know, I got to meet more people, which is actually how I met in firsthand person Matt.

I delivered product to his job site.

Of course, Saturday morning, he's driving down the road with his kids in the back of the pickup.

He comes, helps me unload all this stuff, took me back to the offices where you guys all been.

Mm-hmm.