And do you think, have you seen-- I mean, certainly you've seen a shift in your, your sales at your store and your financials, but with customers a-as well, have you heard those, those testimonials, those tidbits of people noticing those changes, changing prices in your stores? Have customers expressed that they've, you know, sensed those changes?

Yes, absolutely.

In fact, we had a, a customer comment to us not very long ago, um, that they'd been at one of our competitors that's about 25 minutes away, and because they needed something that we were out of, or I don't remember what it was, a situation where they had to go out of town, and, uh, she said, "Well, they had it, but you had to pay for it." So that comment made us feel that she was suggesting that we were better priced.

So yes, they do notice.

Something else that we've done is we've really tried to, uh, counsel our staff to s- to talk to our customers.

That's always been important to us.

We've always been about education at this store.

And then so products as well, do you feel like there's this balance of, you know, staying true to the high product standards that you have, that is what makes your store your store, right? Do you find you have to balance that with evolving needs and trends that your customers are wanting or things that are really popular that you feel like you should be carrying? Like, has there ever been this weird balance or decisions that you've had to made, make about what you carry based on what is trendy? Have you faced that?