It's personal, yeah

... and family.

And the key is not making sure that as an operator you are not absolutely pushing everything as far as it can possibly be in comparison to the schemes around.

And that's different in different cities, and you'd expect that a basic room in London is still gonna be more expensive than a basic room in Manchester.

And it's making sure you're well positioned from an investor point of view or from an operator's point of view to ensure that, you know, you may not be affordable to everyone, but for the sector of the market that you're going for, whether that be the high end of the market, as long as you're providing the very best product, you can probably justify why you're the, charging the highest rents.

And likewise, if you're providing a mediocre product, then you can't be targeting the highest rents-

And yeah, hopefully that continues.

I think from the supply side, hopefully everything Richard says is true and that, you know, demand keeps coming in and that's fantastic.