I love that. Simple bibbing means you're a believer in the category as well. There's so much school stuff happening there and I'm really excited, yeah. Yeah, cool. So this is really critical infrastructure, in my opinion, for these cross-functional product, data, growth teams to A.B. test hypotheses and understand their impact on the business. How do you know if you make a change in the product or you're pricing, whether you succeeded or failed without having infrastructure like this along the way? Category creators like Optimizely really paved the way. Some of the modern tools here like EPO which offers experimentation for the modern data stack.

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