the dog thing.

And I like to focus on the majority, right? It's always fun to laugh and people flying on their private jets and stuff with their dogs, but what, what is the majority spending, not these outlier crazy stories that are, that are pretty humoring too.

Um, so I, I see people-- It's-- That's one thing when I talk to folks about the demographics and any business owner, anyone here, you're like, "Who's my ICP? What kind of car do they drive? What kind of shoes do they drive?" Everything.

And I always laugh, the people rolling up whatever car, they're the first person to throw down 700 bucks a month on dog daycare, right? They're the first people to say, "Hey, I want a premium one-on-one pet grooming experience.

I don't wanna throw my dog in a, a pet salon that's stacked up with cages and everything." So it really comes down to that relationship they've built with their dog.

And I, I know it's funny, people say their dogs are kids, but we rely so much of our human, like, mental capacity and bandwidth is so attached to our dog and the fulfillment that they provide us in terms of emotional support beyond, you know, faking ESA, emotional support animals on, on airplanes and stuff.

So I think we just want compassionate care, um, for our dogs.

Is that trend, is that, is that like, is that the humanization of pets? Like, explain that to me.