How could they possibly help customers figure out what the value is? And yet we worry about, you know, am I presenting it with a nine on the end or am I using good, better, best or, right? It's really, hey, have you really understood what your buyers care about? Because they've got a problem that they're trying to solve.

Sure, sure.

And that smart pricing you were talking about, I think there's a different word for it, but ending in nines and ending in fives.

Yeah, yeah.

And the options.

Yeah.

you know, providing people options.

I got to walk away with the gold.