I asked on Twitter today, does anyone know where this came from? Cause I'm sure someone is like, Oh, Graham or someone. And it's almost used as a way of trying to just tell someone you don't think it's a good idea. It really just depends on your level of awareness. So if you're really thinking marketing and you're thinking, the, if you've seen that kind of funnel of like awareness where it starts with unaware, right? The one further down is problem aware. Next is product aware and the last one is most aware. That helps you think about what you have to do to convince a person all the way to the bottom. Um, essentially