There is no playbook or other product that we could look at to build this thing. So we were starting with no reference point. The second thing that created builders block is thi fere of the unknown and comfortability with what's already working. For me, brain storming all the different things that we could do to provide business education to a premium audience,. i love that. I live for it. But convergent thinking, which happens going from ideas to product, i find to be way more difficult. And so whatever you build has to be really meaningful in terms of retaining customers, building bigger audience or being a significant revenue stream.