The wisdom is company, just for clarity.

The wisdom.

Yeah, sorry about that.

Um, so there's been some questionable product on the way, and the, the thing that I think we built up was like the thing you were sort of referring to there, I think is fandom rather than sort of ambassadorship of the brand.

So my analogy, I remember trying to break down to some private equity friends who just really struggle with brand, right? And they look at me like this mysterious bird in a cage and go, "So how'd you get these kids to line up for eight hours to buy these T-shirts?" 'Cause to them it's just a T-shirt or whatever.

And the way I described it in the early days was like, it was less...

There's a few instances where it was actually less about the product and more about just the idea of the brand that we'd built up.

And what would you, what would you create?

Talk us through that model a bit, both of you.

It's sort of stolen from the music industry.

The way you have A&Rs in music and they have a really tight relationship with their talent.

We do a similar thing here.

And I haven't met, unless you have, I haven't met one other brand that does it that way yet.

No, not yet.

You tend to run into people and say, oh, I'm the influencer marketing manager from such and such.

I'm in the worst shape