What was your recognition of why that needed to exist? And tell me how you stood it up, if you will.

Yeah, we did a couple of interesting things, Spencer.

We always wanted the voice of our members.

So we would do things like conjoint analysis and those kind of things to understand the gives and takes.

If we allowed you to spend the money, what would our employees ask us to spend the money on? And that was an important component as we did a bunch of those studies.

Right, wrong, or indifferent, we kept hearing that individuals weren't comfortable calling their insurance company.

There's a place for an insurance company.

What caused you guys to go down that path of wanting to add this to the fold in Karam?