The only way to build an enduring company is either to sell stuff that people never stop buying from you or to build a company where people never stop selling for you. As you scale your, because I'm going to get a little bit higher level business, but hopefully you guys will ride with me. So as you scale advertising spend, you go to colder and colder audiences,. They're honestly less of a fit than the warmest. And so how do you combat two things that are inevitably going against you? You have to have one thing that is nonlinear in nature that fights that fight, which is word of mouth.