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I really think in the future, you're going to see brands using Ovation. Every brand in the world will then have all of their customers be able to use it as a loyalty program. I like the idea of changing the economics around every brand begging me for some sort of a review because that is kind of free labor. If there is a specific reward attached to that and I love a thing, then there's every incentive for me to do it and it becomes a win-win scenario.