But help us understand even more in depth how much can sleep, stress, and a busy schedule influence when and what we want to eat.

It should never be underestimated.

It is so powerful.

It's so, for many people, unfortunately, life transforming in not so good ways, but it can be.

So there's optimism and a big glimmer of hope at the end.

Two studies came out, Mike, back in 2022.

One was published in one of the highest, both of them were published in very, very esteemed scientific medical journals.

So what are two or three practical ways people can better understand their appetite and feel satisfied throughout the day?

They need better energy, right? So how did that consumer insight help shape Beer Brain?

Well, that's exactly how we did it.

You know, another energy drink would have been ho-hum.

Literally, I mean, Cal, as you know, and all of you on this call, I mean, what we've been focused on for so long in terms of the culture of energy drinks, And helping people, you know, get over that hump of that, you know, 3 p.m. lull or the start to their day.

Let's just even start there, the start of the day.

You know, it's only centered on caffeine.

And so what we said is, you know, it's got to be much more than that because caffeine has one purpose.

What role does that blend play in the overall product story?

So I'd love to, to understand the, the sort of protocol there and, and what, what they were having exactly and, and why.

Absolutely, yeah.

Those are great questions because I think that's the, the essence of the difference of what has been done in the past.

So what we were doing, we, we applied just as you described kind of a two-phase approach to this.

First, we wanted to know, is there a difference? Much of the work by Mattson and DiCabo, you know, they've, they've showed clearly that, you know, the, the true benefit of intermittent fasting kind of starts to kick in right around 18 hours.

That's where we find that, you know, these greatest benefits from the intermittent fasting begins to occur.

It's when you begin to transition from that, or just in very simple terms for the audience, you know, transit- start to transition from that carbohydrate burning state with sufficient insulin still circulating in glucose and, and transition into the more lipid-based, ketogenic-based metabolism, oxidation fuel as a, as a fuel source.

So what did you-- just if we could digress momentarily, what did you find when you were tracking the toxins in that previous study where they were just sort of doing more of a clean fast?