It sounds like you had to do an awful lot of brand work when you came in.

Yeah, I think at Psycho Bunny, a big portion of the heavy lifting of customer acquisition was done by opening stores.

So you have a branded experience somebody can walk into.

We're going into the A malls all across the US and eventually Canada.

We're trying to get... lease lines at the 50 yard mark was the internal terminology, you know, high traffic.

And so we would see a spike in web traffic, even when we just put a hoarding up in a market saying like store coming soon.

And so that was kind of played a big role in terms of like acquisition, certainly for the stores, but also on e-comm.

um save the best for last