What's an inflection point that you've seen?

seen?So the built into that question, I think, is often the mistake brands make with their loyalty program.

If you are treating a loyalty program as the people in your loyalty program and the people not in your loyalty program, uh, first of all, y-you're ignoring the obvious selection bias of better guests will join your loyalty program and less frequent guests won't.

And so that's, I think, a lot of what you're describing is I, I actually completely agree.

That means nothing that your higher value guests have joined your program and your lower frequency guests have not joined your program.

But the second problem that a lot of brands make is that, "Yay, I have all these loyalty guests.

Well, then I'm gonna do something for my loyalty guests." If you're treating that entire group of people like they're the same guest, you've missed the whole purpose of running a loyalty program, in my mind.

Is there an example of that specific, or, or is that a, a different use case the tool is not driven for?