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The Invincibles
Luxury and brand are seen sometimes things that people don't understand and can't quantify. I think of those companies not so much as being luxury or brand but as being that quality brand middle stand which is this idea that they just take a long time to create the product. The longer that's a that's a great motive it takes 25 years to grow your coke tree, you know what I mean. And there's there's so many things in there. But I want to touch on a few other quick topics because I've already gone beyond time so I want to be fun. You're fun.