i think the natural human behavior is to say, oh, we we fear the unknown. So any time innovation comes up, even if you're more inclined to wanting to try new things, it feels like that's not an option. i want to use a very personal example from our company, and a very macro and super micro example. Let's start with the macerow. When we started this company, tracy and i worked at another company,. We all had jobs andd and benefits, and we were doing pretty well. And and when we decided to start this company, there was no organizational health firms like ours. It wasn't really a field. There was a few consultants