During that period, i remember reading about this a example, because it takes vigilance to maintain that excellence. And if you remember, starbuck during that time had a lot like push button, ah, you know, instead of tapping down the expresso,. They were just like pressing buttons and moving on. It felt like the coffee was an afterthought. I think phils caught on to that. They said, let's slow down. Go to salls force dot com slash twist to apply for sales for ce for start-ups.