How do the priorities, and you mentioned the word before, aspirational luxury buyers differ from high net worth or ultra high net worth clients? because there is a difference

there is a difference and um unfortunately what's happened is everyone wants to walk away from the word luxury because of that because you know very often these luxury brands are trying to appeal to the aspiration market forgetting the fact that the people who brought you here were the people who were discerning who paid for quality and who paid for limited distribution So given the fact that, you know, the new luxury model is only 20 years old, Bernard Arnault, who is the CEO of LVMH, which owns Louis Vuitton and L'European and Dior, he fundamentally changed the economics of the business.

Prior to his buying Dior and all that, it was an artisanal, you know, five stores, family run business.

Then they ran into trouble because they ran out of funding.

And then this guy comes in.

Ironically, from the real estate business and from the industrial space.

And he changes the economics of the business.

And as Jared said a minute ago, quality, right? So what's going on?