Is that as much of a focus for you, or are, are you also targeting the customers that are buying on the contemporary side of the market?

I mean, all, all of them, all the customer cohorts are important because it's, uh, you know, you, you're, you're working...

The, the, the sort of the data and the business model side of, of an ecommer- or e-commerce business means that, you know, yes, we're, we have this small group of clients who are the high spenders that- Represent a disproportionate amount of revenue in comparison to the number of clients that they, that they are, so you absolutely have to look after them.

But the funnel up to that, you know, you, you, you work every week in, week out through a, um, a matrix of, well, how many first-time buyers did we get last week? What was their average order value, you know? Are there some customers that are spending early on, either with their first purchase or their second or their third, that are showing perhaps the behaviors of a customer that could have, like, a significant lifetime value? And, you know, those types of data insights, I, I guess have sort of got better and better, you know, for companies as time has gone on, and they're, and they're now very important to the way that, that, that we run the business.

But, um, what's very important is, is the products that we offer tho- those people first and foremost.

I'm gonna keep coming back to product because this... it's a, it's a product business.

Um, and Mr. Porter's always been about the world's best menswear.

[laughs]