... to do that in a, in a much less frictionless way?

Yeah.

So the, you know, we're, we're a New York brand, and, uh, we're, we're, we're based in Brooklyn right around the corner from the pizzeria where, um, where this all started.

And, uh, y- we've, we've held onto that identity, and I think we, we, you know, as we've grown, we still try to operate like a small brand.

And I, you know, when I was, when I was launching the, the product, I had gone through the supermarket and I'm looking at the brands on the shelf, and there's some, there's some quality products on the shelf.

There's, there's some stuff that's not so good.

Uh, but I think, like, in terms of branding and marketing, I saw a real opportunity to connect with people in a more genuine, authentic way than, than some of the brands on the shelf were, were doing at the time, and I think that's definitely changed in the last, you know, 15, 20 years.

[laughs]