my next question very much lines up with what you just said which is marketing often over promises and then the product under delivers you're the one that will see the fallout from that and the data and the engagement data the usage data talk about what that gap actually costs the business the product the team

It's reputation and trust, especially being on the health and mental health side.

A lot of companies, and we did a pretty good job at this at Brightline, but there's like this no waitlist promise.

This you're going to get in absolutely immediately.

That was a big marketing message.

And there came a point where we couldn't deliver on that as well as we did.

There was waiting.

What can you see about how companies actually grow that you couldn't see from when you were kind of on the inside working in-house?