Christina: I'm noticing this trend. A lot of people are really getting into food, direct to consumer products. What do you think about the valuations right now? Christina: Are you seeing valuations go up for the isey sey? Wy and i met them in two thousand seventeen,. when they were mixing hair products in their kitchen. They're already, think they're about to hit three million. And so yes, it is very difficult to have a c p g company, a direct o consumer at any point.