Is that fair to say?

Yeah.

A, a long way to go, Ronan, on it, but it's, it's, it's, um, the industry has a lot of...

The, the onus is on the industry to start educating people, whether it's business owners or, or other, on financial planning as a whole, financial planning as an activity, why you would do it, the consequences of not doing it, the benefits of doing it.

But from a business owner point of view, Ronan, certainly, you know, wealth extraction means turning the value that you've built in a business, blood, sweat, and tears, into personal financial assets.

[laughs] Again, you have to keep your eye on the prize.

Like, why are you killing yourself building a business and growing a business? Because you're protecting your, your...

... keep the cards close to the chest and don't, don't give away too much?