When my dad was an alcoholic, when he got sober, I said, dad, are you never gonna drink again? He goes, I can't promise you that. All right, I'm not gonna drink for one more day. And so no matter how behind in the score I was, I had not officially lost the game. The clock has not run out until I go, I quit. So this concept, I just, I love when someone says stuff and I put it through my life barometer, my meter. What a great answer. Now we're going to move a little bit back over to marketing and branding and all that kind of stuff. You have this thing called the

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