We want people. We will differentiate our customer service on people. Maybe like you said, we mentioned white glove. Maybe there's another level of white glove that goes above and beyond and that becomes the new norm. Proper concierge might be a thing. Like an onboarding, effectively like an in-bres or customer success person dedicated entirely to you perpetually available. Those sort of things are all like industry by industry. It depends on what, there's an LTV-CAC dynamic here of course but I think we'll see that. But also like I think there is a classic conversation that either it's like high urgency, high emotion, high bond, but it's very