If you don't envolve being first to market, you will get beat by somebody who has a or game plan. The onlyand do wer we're like two or three years away from this coming fool circle, by the way. Big brands are going to go to micro influencers who have focused and gauge content. Because there's an actual return on those people,. You see em sayin yes. So very rarely is this ever the case. But i'm wondering, as i hear you talk, fif if this is one of those cases why the person who's just starting out actually has it better than someone who's been in it for a long time.