Paid acquisition is paying for advertising on a given advertising channel to convince people to com in, subscribe to our newsletter. And then we're goin to the referal progress. Both of those things you did particularly well. I mean, having a great news letter, that's hard, but it's not impossible. But then you really got focused on those two things. It was literally just content audience mononization. Every hire we made, every decision we made, was about one of those three steps.