But I bring that up about kind of just the strategy and the cadence and the pacing because you guys have even taken it a step further now with launching your own brand.

Yes, super exciting.

So five years ago, we launched What The Brand, myself and Philippa and our co-founder, Nikki Green.

And it was during COVID, our kitchen tables opened.

We launched a brand.

We didn't meet anyone.

Everything was done by Zoom.

And so what, what are you guys doing that you think is, is influencing that just kind of persistent continued growth over, over now five years?