And I'm just curious what sets you apart in your opinion, aside from that, from the competition?

Yes.

No, I think it's the innovation and just the organic nature with which Koops was founded that we're carrying through of just this nostalgia coupled with these moments.

There was a woman who reached out, she had been in a horrible car accident and was brought a lovely gift basket of foods to the hospital and Koops was in that gift basket.

And she always remembers that moment of making it through this like very tenuous surgery.

And that Koops was like a part of that moment of happiness.

And you're just like, wow, I don't, Thank you for letting us even be a part of that.

So go ahead and tell us what you're going to make or share today.