How did you get into health and longevity and all that? Did you have health issues? Did something cause you to do this or it's just a natural evolution?

I have luckily been very healthy my whole life.

But in 2018-19, I sold the companies I was working on.

I was going to retire.

And then COVID obviously hit and health became a big thing.

But my long-term girlfriend, she got very sick.

She got diagnosed with multiple sclerosis.

So I think you're right on the

But yes, the decision is never about the cost.

Yeah, so I think as long as you are transparent with people and you've communicated that your objective is to figure out how to consistently add more value without raising the cost for the end consumer.

So there's a couple things in there.

My general mindset is, how can I make this even more valuable and less expensive? So that's the alignment that I'm working towards.

And so I read the Elon Musk biography, like, the second book, the biography I read of his back in August.

And it just really hit me that his main insight, he's got this thing called the algorithm that he runs all of his processes through.

But 90% of that is happening boots on the ground in the manufacturing process.

Oh,