The difference is, one is asset light business. On is an asset heavy business. And the asset heaviness of breather means you have to be a little bit cautious. It wasn't all ote the over expansion, but it wasn't all external either. I think for a business like this again, if you do it over i think we thought there were more world wide network effects, or kind of inter city market effects of network effects than they're actually were. That's exactly right. Because your marketing spread spend gets peanut buttered across a big slice of bread.