Yeah.

And you see them, that sort of evolution of, okay, the founders and, like, a couple friends- They get product market fit and they start to scale.

They start to go into a few different channels.

Maybe they're bringing agency on, they have like 10, 15, and then they start to bring on Amazon, maybe some other marketplaces, and they get to like 50, 60, and they start to dabble into retail.

And maybe at some point they open up a, a physical store.

And we've just seen that iteration where they, they get into Costco or they get into some other retailers.

Yeah, totally

... where, like, creative to landing page to landing page is published on your Shopify theme with pixels and everything, seamless checkout.

But then fill the gap for me after that and how many years elapsed before Triple Well became a thing.

Yeah.

So that was like 2010.

And I went over to – after I graduated, I actually went over to Israel and got very involved in learning about my background and my – I did not grow up a religious Jewish person at all.

I got just really – turned on to it.

The entrepreneurship behind, I think, the Jewish faith and the Jewish community in general, really, I got plugged into that.

And I learned more of the traditional outlook on Judaism.

Not a huge addressable market, I would imagine.

Talk about how you guys have developed.

Yeah, sure.

At the beginning, Triple Whale was an internal tool for, for a brand that I was running, AJ and I were running together, and I was extraordinarily non-technical, right? I needed something quick to just get up and running, and that really was the summary page, the original sort of interface that I wanted something mobile that was real time, that I could just see everything quickly, and what's my ROAS? What's this? What's that? That was the original product, and I think that being the operator, that hit a nerve with operators.

I remember early sales calls and, um, talking to potential customers when I was trying to figure out the sales.

It was just like me in one room at, at WeWork in Columbus, Ohio, and AJ with some engineers in the other room, and I was just like hitting the phone, saying, "What's going on?" A lot of inbound.

And they would be like, "Are, are you an operator?" 'Cause the way I was talking and showed the interface on my computer, right? So it was very much like just plug and play, which is I think what got us moving.

And then with, uh, iOS, the updates back in, was it twenty-twenty-one or twenty...

Hearing, uh, how, uh, Ben is using, uh, Moby-2, uh, is this sort of what you envisioned for people? Are, are they, are they leading the pack? How, how is the Moby-2 rollout going?