When you bring someone in who's not as good, you're diluting the internal product of the company. The third one that I had was brand slash values. It's just another way of saying reputation. And so if you consider the product, if you're a one product business, then like they compromised and business is done. They don't even think about it. It costs so much more to run that way. Alex: You have to be willing to sacrifice the short term to get the long term.