What, when you think about kind of what's, what's interesting in e-commerce for you, what do you see is working? Are there things that are, um, maybe, you know, exciting you right now when you look across anything from channels to social, you know, what, what do you see that's, um, kind of exciting you in the landscape of e-commerce today?

So I would rewind a little bit backwards from the COVID store shutdown days.

So we saw an e-commerce growth of like 2x, 3x and really the growth accelerating.

And especially those companies who survived the pandemic, they doubled or tripled their e-commerce revenue.

And that upward trend that continued until like 23, 24.

And then there was a slowdown in the market overall in Q1, 25 with all the tariff issues.

And then 26, it's kind of picking up back.

I don't know, right? But