i think that with almost any truly mass product, and now we're talking about not just the snuggy, but like things that truly go mass, is that there is more than one answer. I know what nike's message is, but you don't have to be a striving athlete to accept the nike brand. And i talk a lot in the book about red bull as an example. O this like really helps, like, the less strict you are, the better. The more you're open saying, like, oh, we didn't really see it that way, but we're willing to roll with that.