The Amazing Story of ESOP

Fascinating story. ESOP was founded by a guy who owned a hairdressing salon. He wanted to disguise some of the smells of ammonia from the products with natural oils and things like that. Customers really liked them, so he made some samples. And now, of course, look, you know, they're paying, he's been paid £2 billion for this brand. So pretty amazing story. Brand gross margin of 87.1%. Now, I believe that the gross margin that Apple enjoys, which everyone says is absolutely insane, is something like 43%. But this 87.1%, I mean, it's amazing.