First form is based upon the highest quality product that we can make. We would have customers come in the store day after day and be like, re all these companies just competing for the cheapest possible product. And so when i tell you we'll be the number one brand globally, just wait, cause we will. Andy agais our last and final question for you. Do you think that brick and mortar, or the grass roots, on the ground, in your face, way of business are making a massive comeback with all the ecom and technology stuff that we have right now? I think it's the most valuable understanding of how to do business you could possibly grasp," he says.