And TikTok's a really good place for that because you can do affiliates on the shop really easily and quickly.

Yeah, very intentional.

We've sold it mainly through partnership ads, like you said, to other people's audience.

The interesting thing is I spent a Saturday reading one of your Notion documents about what creative diversity actually means, and it was you that put me onto this.

I think a lot of brands look at ads and they probably rent out a studio and they do about 50 different ads maybe with different actors in the same day, in the same environment.

But from what I understand of the docs that you sent was that you need a completely different environment, completely different messaging.

It's not as easy just renting an Airbnb for a day And there's like renting through 19 different creators, actual creative diversity.

It depends on the category.