What drove that choice?

Yeah, I would never say never, but we really kind of differentiate ourselves from the standard sling.

Like the way billing works is you only can bill one sling.

And yes, I think we can solve, we can do exactly what the sling does.

But I think at the moment, like the bread, our bread and butter is connecting directly to the patients, um, Most medical companies, medical manufacturing distributors, they're not the best with kind of D to C.

And we've really leaned into that.

And there could be an opportunity in the future to go that route.

Now, with such a short customer lifecycle, how do you think about customer acquisition, retention, and brand building differently than traditional e-commerce companies?