Companies are always talking about a Jason's. But one of the things that I picked up on in the revised edition of the book and the article is that that's not actually always a safe bet. So maybe just walk us through some of the dangers there. Yeah, I think that first of all, carving out a niche is how you create a unique space in the existing market space. That's not the same thing as creating new market space and growing all new demand for an industry.