Talk about the business impact, and talk about some of the best practices that you've seen to help businesses keep the money that they've made.

Rich, that was my first commission, and of course then, we're talking now 30 years ago, right? So let's, let's be honest with it.

I don't mind my age as I'm one of the OGs.

So the focus on reducing returns has been forgotten in many cases, and the reason is we're capitalists.

Sell, sell, sell.

We don't think about the returns because in a sales organization, you're charged with the sales numbers, and sometimes you're not even accounting for the returns because that belongs to somebody else.

Like you said, Rich, it, it sort of isn't visible, and it wasn't like you're the only guy in the place.

Can you explain a little bit about your thoughts on how we can continue to share best practices, what works, how do you get people thinking about these things and making a difference across the very large economy, right, of returns?