And what's been the non-negotiable as the business has grown in that product? I

would say so.

It was funny.

We were just talking to an ingredient supplier yesterday and she pulled a soundbite from another podcast that I was on.

I was like, oh, my gosh, I got to start thinking about the things I say.

But what I had said to her specifically was I said innovation is overrated.

And it was pulled out of a bigger conversation.

So first on e-commerce, was that really the positioning that you took? And how did you get the brand out there besides using your key influencer that you had, Food Babe, right? How did you get the brand out there and beyond just that initial small segment?