A. Yeb, we're a hundred per cent direct to consumer, and that was the vision since the beginning. I bought ritual dot com against a lot of advice from investors, no dollar domain name right there. The vision was to go beyond vitamens and really re invent the way that we interact with the products we use every single daya how o you elevate something from a routine to a habit, to a ritual s? So, you know, i spent a very long time trying to get ritual dot com....