Mm.

And in the early days, we were so focused on that, that culture was really not what we were thinking about.

And so for the first few years, maybe not few years, first two years, our culture wasn't great.

And I think that was...

There was a number of reasons.

So focused on building this product that no one had ever built before, but also breaking down barriers that, you know, no one had ever done before.

So, you know, culture sort of came secondary.

Hmm.