I would rather have someone's email than have them follow me on social because that's the list that can survive a channel which let's say you were a huge my face brand or you were my face person and then my space dies like what happens to those people so I would pick someone whose data I can move but in terms of like a one-to-one relationship I also love email. Ari: People are always soft at how small from a brand is from like a manpower perspective so we do a ton and we spend a ton of campaigns through.